Ice cream bonbons had been around for years, but Nestlé had perfected the product and wanted a moniker to match. They asked Lexicon to create a brand name that would also serve as a catchy, ownable form-factor name.
The name needed to be easy, playful, and current, but not risk sounding dated in the future. Dibs hit all these marks, and within half a year Dibs had earned more than $40 million in sales. More than a decade later, it is still the most popular ice cream product in movie theaters across North America.
The food and beverage industry is enormous and complex. Global snack and soft drink giants compete with established national and regional brands, and aggressive upstarts constantly try to carve out share. In an environment of melding food cultures and changing consumer taste preferences, brand recognition and trust are more important than ever.
A Few Food & Beverage Brands We've Named: