Beverage Naming

International food retailer Ahold (parent of Giant Food, Stop & Shop, and Martin’s) wanted names for all of their U.S. supermarkets’ private-label sodas that cheekily recalled (and thus challenged) the brand establishment. We peppered Dr. Bob with a pinch of you-know-who, and made Quist sound as crisp as the lemon-lime behemoth. To date, we’ve created over 20 feisty challenger-brand names for Ahold.