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The power of a name

My 3-year-old wouldn’t get near “Water Wings.”

But he LOVES “Water Muscles.”

He also loves dried plums — formerly known as “prunes.”

I really admire the creativity and success of the California Dried Plum Board to completely re-brand a fruit that we’ve know forever.  They actually had to get government approval:

In 2000, the Food and Drug Administration granted the California Prune Board permission to use “dried plums” as an alternative name to prunes.  Why the name change?  Because 90% of consumers told us that they’d be more likely to enjoy the fruit if it were called a dried plum instead of a prune”

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  1. Jon Burg's Future Visions November 12, 2007 at 2:11 pm #

    around the blogosphere : 11-12

    Andy Sernovitz’s Damn, I Wish I’d Thought of That!: The power of a name Kids would rather eat power sticks than carrots. Kids are eating prunes when they are branded as dried plums! So why aren’t the junk food companies

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