I’ll have some air with my coffee


We here at Catchword Global Headquarters are big fans of caffeine – we never got that diet Coke dispenser installed, but we do have an espresso machine onsite. Via Craigslist, we bought a high-end Nespresso machine for the low low price of $20! Since we have to buy their proprietary coffee capsules, we get hit with ads for all their other wonderful products, including the one shown here – the Aeroccino.

I think this is a great product name – when I saw it on a Nespresso brochure, I knew what it was immediately. It made me think of light, airy clouds of foamy milk that would be the perfect complement to an espresso drink. You could combine them to make something like, oh, I don’t know, a … cappuccino! Nespresso, of course, benefits from previous product names like Starbucks’ Frappuccino, and the ubiquitous non-trademarked mochaccino. I suppose it’s possible that an Aeroccino would be a coffee you’d drink on an aeroplane, or perhaps something the Breatharians invented. But in the context of coffee, it’s perfectly clear where the “aero” and “-cino” intersect. And now that I know what it looks like, I want one.


How to develop a perfect name for your company, product, or service
Abbott's new line of biowearables takes fitness tracking further by calculating glucose, lactate, and even alcohol in the blood. But does the name add up?
Car Thing, Spotify’s entry into the world of smart devices, has gotten mixed reviews. The product may be wow or wanting, but how's the name?