To trax or not to trax?

RMB mourns over the death of yet another brand of so-called alcohol cocktails: highly carbonated sodas with 6-8% of pure alcohol. We are talking about Trax by Lebedyanskiy juice tycoon. Ad men called the brand of the year but investors insist that they lost $10 mln. Competitors are sure that reasons of the failure are sexually explicit and rude commercials. The name of the brand is also free and easy. It’s a pun – Cyrillic x in Russian is pronounced as “kh” thus making the name sound a dirty slang word.

Trax name was “invented” at Samolet Design Studio. It was tested on numerous focus groups with teenagers and they liked it very much. It means they said they liked the idea. They didn’t lie. Teenagers enjoyed making fun at Trax cans at stores but refused to buy it.

Via Sostav

Related Tags: Russia, Trax, alcohol cocktail, branding, naming, advertisement