This is the tale of a cracker and a new name.  I am a Triscuit® fan.  This simple whole wheat cracker has gotten me through early morning flights, afternoon hunger pangs and two pregnancies.  My favorite variety is low sodium – not because of any health mandate but because a hint of salt seems just right.  But alas!  My crackers disappeared from the supermarket shelf.  I looked and I asked, but all I heard from my grocer was that they were discontinued.  I tried other flavors but they were too salty or flavorful for a quick snack.  I gave up hope (well, not really, I still checked the shelf every week).  Then a few weeks ago I spotted a new Triscuit box in the lineup:  Hint of Salt. 

Brilliant!  Instead of a clinical moniker – low sodium – that smacks of reductionism, my favorite cracker relaunched with a name that enticingly offers something extra.  Instead of losing something (salt), I am receiving (a hint of salt).  Time will tell if this tweak bolsters sales but Nabisco has one happy customer right here.

The right name can transform a product…or focus a marketing campaign…or help raise the odds on a horse (but that’s another story).