Personalizing brand wrapping is a thing because marketers figured out something social media experts discovered long ago — people are a little vain and love to see themselves in print.
Coke does it. Jones beverages do it. Sonoma-Williams does it. So, why not? In October, Nutella announced it would be personalizing their jars for the second year in a row. The chocolate-hazelnut spread of crack thinks that what you want in the jar isn’t enough for brand loyalty, and having your name on the jar is good for keepsakes.
Only one problem, if you parents fancy Egyptology, don’t bother. And yeah, we know what you’re thinking, but you would be wrong there too. This five-year-old former fan of Nutella doesn’t even look like what most stereotypes would consider.
— smh.com.au (@smh) November 27, 2015
Now, don’t you feel bad — judging a girl based on her name and then … hey, wait?! Yeah, Nutella feels the same way because this little Australian girl really was named after the Egyptian goddess and not the sardonic terrorist organization of misfits.
The Sydney Morning Herald reports Heather Taylor (mom, in the picture) has a thing for mythology as does the rest of her family. Her daughter, Isis, and her nephew, Odhinn (as in Norse supreme god of the universe) really has a penchant for the joyful spread.
Ms Taylor said both names were initially flagged as problematic by a computer. After some negotiation, Odhinn was deemed acceptable – but the store manager drew the line at Isis, an acronym commonly used to denote Islamic State.
“I’m really quite upset by this,” Ms Taylor told him. “You are actually making my daughter’s name dirty. You are choosing to refuse my daughter’s name in case the public refers to it negatively.”
Followed by Twitter in Australia going bonkers over this “P.C. police” drama, Ferraro (parent company of Nutella) was forced to comment on sweet little Isis.
“Like all campaigns, there needs to be consistency in the way terms and conditions are applied,” the company said. “Unfortunately, this has meant there have been occasions where a label has not been approved on the basis that it could have been misinterpreted by the broader community or viewed as inappropriate.”
For the record, ISIS originally took its meaning as “Islamic State in Iraq and Syria.” That was deemed a bit too limiting by foreign relations experts, so ISIL was acceptable, meaning “Islamic State of Iraq and the Levant.” (NOTE: The Levant is a geographical term that refers to the eastern shore of the Mediterranean — Syria, Lebanon, Palestine, Israel and Jordan.)
Since the Paris attacks happened, some political and military leaders have decided that ISIS and ISIL are “offensive” because “this a terrorist group and not a state. [France Foreign Minister Laurent Fabius] does not recommend using the term Islamic State because it blurs the lines between Islam, Muslims, and Islamists.”
And so, we have Daesh, which is a “loose acronym” for “Islamic State of Iraq and the Levant” (al-Dawla al-Islamiya al-Iraq al-Sham). Whatever we are calling those bums, can we all admit that Isis could be cute little girls and ISIS are ugly little terrorists?
Brands may be happier that way because what fool would name their kid “Daesh”?!