CREATING NAMES THAT SELL
THE CHALLENGE
How can you create an authentically Italian-sounding name for a premium line of ready-to-drink espresso beverages?
The name and positioning needed to capture a global audience of upscale, on-the-go, young men and women.
THE APPROACH
As authenticity was key, we tapped into our ProdigyWorks think tanks in both the US and Italy, and handpicked a select group of thinkers:
In 10 days, the Prodigies created over 1,300 compelling names with corresponding rationales.
The ProdigyWorks team then managed a qualitative and quantitative research study of the names in six countries, along with a thorough culture and language review among high-IQ, native language speakers in 13 languages.
THE RESULTS
“Illy Issimo” was selected from our list of final recommendations. It’s a play on the use of the Italian superlative, “issimo,” signifying the “ultimate of Illy.” And since its lauch in 2009, the results have been amazing.
Millions Of Customers Worldwide | Sold in 20,000 US locations | Featured In Leading Supermarkets Like Kroger and Whole Foods
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