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EUREKA CASE STUDY
SUMMARY
Sector: Food & drink
Brand type: Product
Primary Client: Kerrygold
Secondary client: None
Trademark territories: 2
Trademark classes: Total 4
Geographies: Middle East, Germany, Russia and China
Languages: 5 languages
Validation types: Localized Language, International Language, Trademark Identical, Trademark Extended, Google, URL
International Standards Implemented:
Prior to ISO registration
BACKGROUND
In the days just before the current power structure of Saudi Arabia became established, we were offered and accepted an opportunity by Irish Dairy Board's Kerrygold superbrand to create a name for a new rage of children's dairy products. Initial roll-out would be in Saudi Arabia and the UAE, the range would shortly thereafter launch in other parts of the Middle East, Russia and China. The products were cheese triangles, cheese sticks and milk shakes.
PROJECT
At the outset we were presented with a number of hurdles. Firstly, what was the most effective and relevant information the name should communicate; second should the name be of Arabic origin or English.
We discussed the first question by populating each of a range of brand criteria, also known as brand essences and brand pillars, with a large number of names of both Arabic and English origin. Tabulation and validating as for all names in all projects was to our rigorous standard. Our superb Arabic linguist, who we have worked with now for around 20 years, was an extremely welcome member of our naming team for this exercise. He was also able to recommend an expert linguist for the secondary Arabic language, Najdi, of Saudi Arabia and surrounding areas. In total we evaluated in 6 languages. Of the criteria, the more food-centric and positive leaning worked the best, but there still lacked an emotive component which, for a brand with global ambitions, had to come via an English base name.
When we presented EUREKA and the other shortlisted candidates for this new supercharged brand criteria full of cheers and shouts such as KARAMBA and GO-YA, we all felt we were on to the home strait. However, there was still a further question to answer. Did a transliterated meaning matter? In addition to its English meaning and always useful paneuropean reach, given that German had become an important language in which the name should be conversant, EUREKA meant ‘to show you (said to a male) يوريكا in Arabic. On the other hand there were no simply transliterated Arabic equivalents for names like KARAMBA and GO-YA. It was decided that, by judicious marketing, this naturally transliterated Arabic meaning of EUREKA would enhance the product offer.
