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Free Naming and Branding Consultants and Resources

Cows for Silk

Early in 2004, Igor's naming and branding blog, Snark Hunting, spotted a winner.
When naming consumer products, few companies get it just right. Silk, a product brand name for soy milk from the folks at White Wave, is a category killer, meaning that competitors will never be able to find a name that is more effective. Silk is a contraction of Soy + Milk and plays into the positive characteristics of high quality, smooth, pleasurable, and sensual. They’ve taken an existing word and all of its inherent cultural and experiential qualities and transposed it to an entirely new context.

While names typically fall into one of four categories, Silk manages to straddle three of them: Descriptive, Experiential and Evocative.
And this week, we read on AdPulp about the new multimedia advertising campaign for Silk that features anthropomorphic cows named Frank, Connie, and Amanda.

Cows for Silk, the "unofficial super fan site for Silk Soymilik", suggests some very clever taglines:
  • Like no other. From no udder.
  • Grab life by the carton.
  • Fresh-squeezed taste, without the unsavory squeezing part.
    • Check out these blogs by Connie Cow and Amanda Cow, and our favorite, Frank Bull, who says, "I drink Silk because it tastes great – it just happens to be healthy. Don’t confuse me with one of those wacky health food fanatics."
    Posted by abnu on Friday, June 09, 2006 @ 6:04 AM [ + ]

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