The Globe and Mail newspaper in Toronto called it “a marketing stunt that takes branding to a new extreme.” What’s the news? Humans have now been branded.
Four Canadian citizens legally changed their surname from “Dunlop” to “Dunlop-Tire.” Each wacky Mr. or Ms. Dunlop-Tire pocketed $6,250 – their share of the $25,000 in prize money offered by Goodyear Canada Inc., which markets the Dunlop tire brand in Canada.
For the company, this brash stunt generated more publicity than half a dozen ad campaigns, and cost a relative pittance. When the company announced the contest, the story was picked up by international media and became part of a bit on Conan O’Brien’s late night TV show.
Sure, marketers have slapped their names on everything from coffee mugs to sports stadiums. But human beings?
Jason Dunlop-Tire of Winnipeg doesn’t seem to mind being a walking advertisement. Do people laugh at his name? “I don’t care,” replies the 24-year-old. “I have the money and they don’t.”
Traci Dunlop-Tire, who lives in Calgary, said changing her name wasn’t a big deal. As a Dunlop, she was already, shall we say, tired of tire jokes. “I did it for the money,” she said, “but for the amount of laughter I’ve gotten, it’s been well worth it.”
Goodyear has plans to get maximum mileage from its four new members of the family. The company has the right to feature them in advertising and other promotions. Even so, the new big wheels are free to change their name back to plain old Dunlop at any time, with no penalty.
We sense a dangerous trend here. Is the world ready for Suzie Starbucks-Coffee? Kenneth Kraft-Macaroni? Michael Dell-Computer?
For more on brand naming order Brand Aid, second edition, A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
4 comments
Jay Ehret
September 26, 2009 at 10:48 am
Great publicity for $25,000. But really it’s just a stunt. Now that the promotion is over, it’s over. There is no long-lasting brand benefit.
Robert Gerard Hunt
September 26, 2009 at 11:03 am
I am now available (for a price) to help promote ketchup, tomato-based sauces, and other staples of the Hunt’s line.
Ed Roach
September 27, 2009 at 6:22 pm
If all that matters to Dunlop is cheap publicity, can they explain to me how that translates into a positive brand relationship that pushes tires out the door? In the end it’s amusing and forgettable.
Jeff Paul
October 27, 2009 at 5:49 am
When the company announced the contest, the story was picked up by international media and became part of a bit on Conan O’Brien’s late night TV show.
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