What’s in a name, Cookie?

The following article is focused upon the value of naming a product and the ways in which those names are selected … there are people who get paid to think up interesting names for food products! Apparently, Pepperidge Farms cookies have a history in which the product developers did far more than mixing up a bit of butter, sugar, and flour. I am, in the interest of ‘transparency’, a huge fan of pretty much anything Pepperidge Farms puts out .. although their Butter Chessmen are basically the essence of my cheesecake crust .. a couple of packages go into each crust … but well worth it! I eat the leftovers …

A less savvy marketing department would have pushed for a direct correlation between geography and ingredients. That would have resulted in the name “Kona” for a cookie with macadamias and milk chocolate, because that is where the exotic nut is grown. Well, the milk chocolate with macadamia nut version is called “Sausalito,” a foggy little peninsula that could never support the growth of macadamia trees. The same goes for the nippy mountain lake of “Tahoe,” the name of the white chocolate and macadamia cookie. So what is going on here? Had Pepperidge Farm gone down the literal road, they would have named the cookies after towns and regions that best represent oatmeal, toffee, pecans, raisins, chocolate, and so on. Instead, they chose the names for the positive images, evocations, and aspirations that they conjure from our collective consciousness

Pepperidge Farm’s Naming Architecture (Igor International)
Reported by Melissa Goodman

One Response to What’s in a name, Cookie?

  1. Bux says:

    Do these locations have anything akin to universal evocations? I have to wonder if Sausalito and Tahoe sell better in the east and if Nantucket and Montauk sell better on the west coast. Then again, the last time I looked at the ingredients on a package of Pepperidge Farm cookies, I noticed they did do “far more than mixing up a bit of butter, sugar, and flour.” There were ingredients I might choose not to use.

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