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Kraft, Mondelēz, and the 'Art' of Rebranding

Kraft, Mondel??z, and the 'Art' of Rebranding
Photograph by Brent Murray

Think what you will of Mondelēz International, the new name that Kraft Foods will slap on its global snacks business after the company splits this year, at least it’s not “Tfark.” That was one of the 1,700 names suggested by more than 1,000 Kraft employees during the five-month process of soliciting ideas.

For Kraft spokesman Michael Mitchell, “Tfark” is a personal favorite. “I’m not sure what it means,” says Mitchell. “I just liked the way it sounds.” He submitted “Snax” as part of what he likes to call “the co-creation process” but admits he “was told it’s not a good name.”