Contest translated automatically. Log in or register, to view the original

A competition has been organized for naming something

  • product


Company's area of activity: production and distribution of confectionery products


Description of product/service categories: confectionery dragee type M&Mdance, other types of dragee.


Distribution channels and sales geography:

Ukraine, national and regional networks.

Target audience portrait:


Children (5–12 years)

  • Needs: tasty treat, bright emotions, play.

  • Motives: attractive colors, fun M&M’s characters, convenient format.

  • Role of parents: buy for children as a small joy or reward.

Teenagers and youth (13–25 years)

  • Needs: quick snack, ability to share with friends, “fun” product.

  • Motives: association with fun, parties, friendship, memes.

  • Behavioral features: actively share on social media, respond to the brand's creative content.

Young families (25–40 years)

  • Needs: treat for children and the whole family, universal sweet product.

  • Motives: quality of a well-known brand, trust, childhood habit.

  • Behavior: buy for snacks, holidays, travel, for decorating cakes/desserts.

Adults (40+)

  • Needs: nostalgia, “sweet joy”, snack at work.

  • Motives: brand with a history, habit, ease of consumption.

  • Behavior: occasionally buy for themselves or as a gift for children/grandchildren.

Audience characteristics:

  • Love brightness, ease, and play.

  • Prefer well-known brands with a positive image.

  • Value convenient packaging format (from small portions to large bags “for a group”).

  • Use the product as decoration for holidays and desserts.

Existing or proposed positioning:

1. Product category

Chocolate dragees / candies in colored glaze.

2. Brand uniqueness

  • Bright colors and recognizable characters.

  • Association with fun, joy, and ease.

  • Convenient format for any occasion: snack.

3. Brand promise (Value Proposition)

Sweets that bring joy and unite people.

4. Emotional positioning

  • Symbol of fun, friendship, and positive emotions.

  • Lightness and playfulness (humor in advertising, fun characters).

  • Atmosphere of celebration at any moment.

5. Rational positioning

  • Convenient formats (from small bags now to large packs “for a group” in the future).

  • Diversity of flavors: classic with chocolate, peanut..

6. Slogan expression of positioning


Positioned as a fun, bright, and accessible treat that unites people and makes any moment a celebration.

Closest competitors:


Main competitive advantages of the company:

-well-known brand M&M’s

Is there a creative concept (what should the name mean)?


What should be reflected in the name

  • dynamism
  • modernity
  • creative approach


Is it allowed/welcomed to tie the name to the surname/name of the owner, geographical location, area of activity, or another key word (please specify)?

no, clearly orient the brand towards ease of pronunciation and perception, and towards modern or always popular characters.

Can the name be a neologism (new form)?

yes, and most likely it will be

What words and phrases should be avoided?

Used in M&M’s melts in your mouth not in your hands Dance and other associations with M&M’s dragee.

Language of writing:

English

Number of words in the name:

1 maximum 2

Is trademark registration planned?

yes

Will a domain registration with the chosen name be conducted?


Should the domain name exactly match the name in English letters?

not mandatory

In which domain zones is registration planned

  • .com


Are you considering the possibility of purchasing a premium domain?

no


Please provide any additional information you consider important.

upon request