The Turkish food company has changed the name of their 30-year-old chocolate Negro biscuit brand to Nero
Question:
The Turkish food company has changed the name of their 30-year-old chocolate ‘Negro’ biscuit brand to ‘Nero’ to avoid being criticized as racist.
The food firm Eti made the announcement this week, revealing that the popular Negro biscuit will undergo a name change to avoid offending anyone.
As a result, the biscuit will now be called Nero instead of Negro, the word for the color black in Spanish, Portuguese, and other languages, and later appropriated in English to mean a person of Black African heritage.
Out of fears of a possible backlash, Eti has removed the letter ‘g’ and the dark choccy biscuit will now be Nero, the name of Rome’s fifth emperor.
PUBLIC STATEMENT TRANSLATION: Negro is a biscuit that takes its color from cocoa and its name from being black. Unfortunately, in some other cultures, it means discrimination… Because of this, with the permission of all fans, we are changing the name… We know what it means to change one letter. ETI Negro is ETI Nero now… because we do not want even one person to be offended…
Turkish food company Eti has changed the name of one of their most consumed biscuits, ‘Negro’, over racism concerns and named it ‘Nero’ on 1st December 2021.
(Eti/Newsflash)
The Turkish company announced the decision on 1st December over concerns of being criticized as racist.
In a statement, Eti said: “Negro, which was released in 1990, will now be called Nero.”
The woke company added: “Negro is a biscuit that gets its name from its color. However, this name indicates discrimination in other cultures.
“For this reason, we are changing its name. We know that one letter changes a lot. Eti Negro is now Eti Nero. We don’t want to break anyone’s heart.”
The company added that the ingredients will not change and the only difference will be the altered name.
Turkish food company Eti has changed the name of one of their most consumed biscuits, ‘Negro’, over racism concerns and named it ‘Nero’ on 1st December 2021.
(Eti/Newsflash)
The Turkish company announced the decision on 1st December over concerns of being criticized as racist.
In a statement, Eti said: “Negro, which was released in 1990, will now be called Nero.”
The woke company added: “Negro is a biscuit that gets its name from its color. However, this name indicates discrimination in other cultures.
“For this reason, we are changing its name. We know that one letter changes a lot. Eti Negro is now Eti Nero. We don’t want to break anyone’s heart.”
The company added that the ingredients will not change and the only difference will be the altered name.
Questions
1. a) You are an international marketing advisor for ETI Company. The company wants to sell its ETI Negro product in the southern states of the USA. How would you rebrand the product with a different brand other than Nero? Why did you pick this new brand? Please explain your reasoning briefly. Minimum 300 words – include word count in your answer
1. b) Pick a southern USA state and develop a product range under your new ETI brand. Describe the products and explain your reasoning briefly. Minimum 500 words – include word count in your answer
2. Prepare a PUBLIC STATEMENT for your “new product group” with a picture. Please explain your reasoning briefly. Minimum 200 words – include word count in your answer
Expert Answer:
Answer 1a As an international marketing advisor for ETI Company I would rebrand their ETI Negro product in the southern states of the USA with a brand called Soleil This name is derived from the Frenc... View the full answer
