Question

Topic: Taglines/Names

Established Brand Name, Looking For Product Name

Posted by luber on 4/12/2016 at 12:11 PM ET 250 Points
Hello,

We are an established personal lubricant brand that offers a variety of lubricants sold into Food, Drug and Mass. We are introducing a new oil-based lube. The product will be made of a blend of oils including coconut oil.

There are no other mainstream brands offering an oil-based lube or lubricants containing coconut oil.

I feel the product name should be suggestive as to the actual make up of the product especially since oils are so big in health/beauty.


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RESPONSES

  • Posted on 4/12/2016 at 12:38 PM Moderator
    The company name, product/brand name and perhaps a tagline all need to work together. And while coconut oil is definitely a draw for your target audience, I'd be sure the BENEFIT gets the greatest emphasis. If you promise a compelling benefit it will stick in people's minds; the specific ingredient is really a how-we-do-it that can act as frosting on the cake.

    I can understand your desire to feature coconut oil instead of the benefit, but it just doesn't feel right from a branding perspective. Perhaps a label call-out "With Natural Coconut Oil" would work as well as, or maybe even better than, a brand name that ignores the benefit in favor of the oil's name.
  • Posted by luber on 4/12/2016 at 12:50 PM Author
    Thank you for the response.

    Yes, we have a brand name, and there will definitely be a tagline, as well as benefit call outs on the package. I'm looking for a product name.

    For example ID lubricants has ID Silk, ID Velvet, ID Sensation.

    I am open to two words like Oil XXXX.
  • Posted on 4/12/2016 at 2:05 PM Moderator
    Have you conducted in-depth interviews with your primary target audience? Very often this kind of qualitative research can uncover names/words that we would miss on our own. Even a dozen subjects would give us a peek into their brains to see how they view the category and its benefits.

    Trying to do this based on what WE think a good name might be is almost certain to lead us down the wrong path. We are not the target audience, and the name has to resonate with your customers, not with a bunch of marketing wonks who hang out here.

    If the name is as important as I think it is, it's worth calling in a market research professional to explore the needs, aspirations, habits, practices, values, attitudes and awareness of your primary target audience.


    Disclosure: I have experience in the general category of intimacy products as VP-Marketing. I've sat through many focus groups and in-depth interviews with consumers discussing their own habits and practices when it comes to sex and intimate bodily functions.
  • Posted by luber on 4/12/2016 at 2:39 PM Author
    Hello. we do have research on our target audiences and understand their needs, attitudes and behavior when it comes to this category. But nothing that would help with product naming. I do plan to test the name with consumers as I have done in the past. But need to generate names first.
  • Posted on 4/12/2016 at 4:39 PM Accepted
    OilTouch
    OilSense
    OilEcstasy

    I have a concern that "oil" might connote greasy, not moist or sensual. I'd leave "oil" out of the name, and just put "coconut oil" in some kind of call-out. "Oil" is very different from "coconut oil." Oil is the stuff you put in your car or use to keep a machine from overheating/squeeking. Might be too "functional" in consumer perception.

    Why not something more like "SensuaLube?" You need to appeal to the emotional payoff or benefit, not the mechanics or ingredients. You may be overthinking the uniqueness of oil in your category.

    I have an unrelated concern that you could have researched your target audience thoroughly and not have a long list of words and concepts that they are already using that can become the fodder for naming this new product. Perhaps the research was done for some other purpose. We used to come away from focus groups or one-on-one interviews with dozens of naming approaches.

    You are obviously looking for name suggestions, but you are not providing the kinds of consumer input that would lead us to names that will appeal to the target audience. In fact, you really haven't defined the specific target audience for us, or told us how/when they decide to purchase a lubricant, how they choose a brand/product, what factors they consider, etc.

    If we come up with a dozen candidates, how will you evaluate them? What are the criteria you will use to pick a winner (for exposure to consumers)? Do you have a Creative Brief? I feel like we are blindfolded in this exercise.

    Maybe you can share with us some of the verbatim comments from the research you have on your target audience, their needs, attitudes and behavior in this category. That would at least give us a leg up on what might be effective as the name. Also precise definition of your primary target audience.

  • Posted by saratogahiker on 4/12/2016 at 4:56 PM Accepted
    Nut Lube
    Lube de Nut
    Island Fantasy
    Tropical ....(?)
    Nuttin'
    Coconuttin'
    Cocolada
  • Posted by luber on 4/12/2016 at 5:11 PM Author
    Thanks for your response mgoodman.

    You are right, I'm not providing all the research and targeting information which may make it more difficult to help, but I am not comfortable sharing what we consider to be confidential information. I'm hoping that the information provided can yield some ideas.

    And yes, we will do a research study on the product name using the same methodology used for a previous product.

    Thanks Sarah for the helo.
  • Posted by Jay Hamilton-Roth on 4/13/2016 at 12:38 AM Accepted
    What's the perceived benefit of coconut oil? I'm assuming that it's not about a coconut aroma, which would lead me away from using tropical/coconut names and instead focus on the benefit.
  • Posted by luber on 4/13/2016 at 12:04 PM Author
    Hello Jay,

    There are many benefits of coconut oil when taken internally or applied topically. Many people use it moisturizer and also as a lube because it brings the right amount of slip. Coconut oil is mostly sold in a jar/tub and will harden or soften depending on the temperature. Of course, in our formula it will be stable in a liquid format and blended with other oils.
  • Posted by Shelley Ryan on 7/7/2016 at 5:56 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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