Hot to Trop

I tend to be something of a curmudgeon in evaluating branding initiatives out there, but I rather like this one. Naming line extensions is difficult, and all too often I feel that brands stay too close to home. Pepsico’s new “Tropolis” line is a good example of coming up with a naming regime that is fun, compelling, and different… without straying too far from the source.  On its own, the “Tropolis” name is sort of tongue-in-cheek and clearly targeted for a different end user, giving the sub-brand its own credibility… but the “Trop” element in the name (and on the packaging) clearly identifies the source, trading on all the equity the brand has built over the years. Well done.

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