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Kinder Tronky Chinese Naming

Kinder Tronky Chinese Naming

Challenge

Tronky is a wafer with a long-lasting and delightful cocoa and hazelnut taste, delivering a delicious multi-sensorial taste experience in a light way. It’s crispy outside and fulfilling inside, with the shape like a tree trunk that fits well with the alphabetic name “Tronky”. However, Tronky is difficult for Chinese consumers to pronounce and recall. It’s important to create a vivid and understandable Chinese name that truly reflects the selling points of the product.

Solution

After a thorough understanding of consumer test result and analysis of the current competitive landscape of the snack industry, we shortlisted names under different creative directions. Finally, 轻脆怡 [qīng cuì yí] stood out and became the official name for Tronky. It’s highly readable with a delightful tone. 轻脆 [qīng cuì] stands for the light & crispy wafer shell for the product. Meanwhile, by sharing the same sound with清脆 [qīng cuì] (clear and melodious), it vividly depicts the enjoyable moment of having a crunchy biscuit. 怡[yí] at the end well expresses the emotional benefit of “light sweetness in every bite”.

Result

轻脆怡 [qīng cuì yí] has been applied to a variety of online and offline touchpoints, including the official Chinese website of Kinder, Weibo, RED, and major E-commerce platforms like Tmall and JD.COM. It helps to facilitate market communication and business growth.

Labbrand has been our long-time strategic naming partner. Among 10+ projects during our past collaboration, Kinder Tronky has been a challenging Chinese naming case. We have different consumer groups to cater to, multiple product strengths to emphasize, trademark registration issues, etc.

Now we are glad to land on this final name solution 健达轻脆怡 [jiàn dá qīng cuì yí], it’s proven to be ideal and successful. We look forward to launching more products in China market soon with the best-in-class service provided by Labbrand along the journey.

Julie Xin
Innovation Head, Ferrero China