Kraft today announced that it will call its new snacks company Mondelez International.
Later this year Kraft Foods will split into two companies, a grocery business and a snacks business. The grocery business will retain the Kraft brand name, which makes perfect sense because many of the grocery products actually use the Kraft name: Kraft salad dressing, Kraft Macaroni & Cheese and Kraft Miracle Whip. The snacks business will take on a new brand name.
Finding a new company brand name isn’t easy. The name has to be unique in order to secure a trademark. It has to have the proper meaning, or at least no negative associations. The name has to work in multiple languages. It has to be available on-line.
Kraft seems to have settled on a very solid name. It is fairly easy to pronounce and spell, and has no obvious negative associations. It is also an available name; if you Google Mondelez you don’t get much aside from Kraft’s announcement. The only thing that really pops up is French, when the word monde (world) appears before the word les (the).
But the team leading Mondelez now has a challenge; they have to build a brand that people know and value. Mondelez won’t be prominent on specific products but the brand will be important for employees, investors, government regulators and business partners.
Intentionally, I suspect, Kraft is starting from the very beginning.
CEO Irene Rosenfeld and CMO Mary Beth West explained today that the name actually has some meaning. They said:
“The Kraft brand is a perfect fit for the North American grocery business and gives it a wonderful platform on which to build an exciting future,” said Chairman and CEO Irene Rosenfeld. ”For the new global snacks company, we wanted to find a new name that could serve as an umbrella for our iconic brands, reinforce the truly global nature of this business and build on our higher purpose – to ‘make today delicious.’ Mondelez perfectly captures the idea of a ‘delicious world’ and will serve as a solid foundation for the strong relationships we want to create with our consumers, customers, employees and shareholders.”
“It’s quite a job for a single word to capture everything about what we want the new global snacks company to stand for,” said Mary Beth West, Executive Vice President and Chief Marketing Officer. ”I’m thrilled with the name Mondelez International. It’s interesting, unique and captures a big idea – just the way the snacks we make can take small moments in our lives and turn them into something bigger, brighter and more joyful.”
This is a bit of wishful thinking; I suspect most people don’t know what to think when they hear the word Mondelez. Defining this, building the brand, will be a big challenge requiring significant investment and smart marketing.
But the first step is done: finding a name that can become an important global brand.