A Reebok By Any Other Name
August 12th, 2010Chevrolet Motors, so the story goes, tried to sell a new model into Spain called the Nova. A dumb move – the word NOVA in Spanish can break down into ‘no va’ – or doesn’t go.
In Paris, don’t expect to find 43 beans in every demitasse, as Nescafe means ‘not coffee’. While I still believe Reebok, the global cross-trainer, is an ill-advised brand as the word comprises BO inside REEK – hardly the right kind of message for any aspiring athlete. But what would I know? I make crosswords, while the Reebok people just do it.
Stilnox is a controversial brand of sleeping tablet, reportedly linked to several alarming side-effects. In some countries, a product recall has been proposed, which seems to obey the tablet’s spoonerism: Nil Stocks.
But my prize for the stoopidest marketing name is only a recent discovery. With even a basic knack for anagrams, imagine the English makers of a purple fizzy drink opting for a name like Vimto. They say its a blend of Vim Tonic, but I’m saying ‘Are carrots included?’
You seen any no-no names on the shelf?




