Changing A Brand Name – Does It Fix A Problem?

Opinion

Some significant name changes of kiwi fav’s are on the way.

The makers of Tip Top ice cream will be dropping the Eskimo from Eskimo Pies.

Afghan biscuits, Chicos and Red Skins lollies are also names that will disappear.

But hang on, aren’t Afghan biscuits Kiwi baking staples….a Kiwi go-to?

What the new, I should say “old” products be called isn’t yet clear. I say “old” as Eskimo Pies were introduced to the New Zealand market back in the 1940’s, around 80 years ago.

All this raises some pertinent questions. I know this is not Australia but are they planning on renaming the famous “Ghan” express train? The name “Ghan” comes from its original nickname The Afghan Express,so named so they say after Afghan Camel drivers who came to Australia to help British colonizer’s……now there’s another story.

Getting back to the good ol’ Eskimo Pie….Tip Top say the Pie is still one of NZ’s top ice cream treats to this day. As an aside, remember that Fonterra sold Tip Top and just over 12 months ago to global diary giant Froneri for $380 million just over 12 months ago.

The rapid re-naming of some of our favourite treats stems from the wave of Black Lives Matter protests and while laudable, does changing a product name fix a deep seated problem.