MARKETING MIX: I’ll name that brand in one!

They may be experiencing a few local difficulties, but at least the crew of the Russian space station, Mir, can console themselves with a crateful of Brand X, which has been an essential ingredient of life on Mir since 1995. It’s a product with a history stretching back to Barcelona in 1957 when Enrique Bernat, the ambitious young general manager of a confectionery company, decided that the company’s product range was too wide. He recommended focusing on just one brand which he launched into the Spanish market with a name deriving from the Spanish for ’to suck’.

They may be experiencing a few local difficulties, but at least the

crew of the Russian space station, Mir, can console themselves with a

crateful of Brand X, which has been an essential ingredient of life on

Mir since 1995. It’s a product with a history stretching back to

Barcelona in 1957 when Enrique Bernat, the ambitious young general

manager of a confectionery company, decided that the company’s product

range was too wide. He recommended focusing on just one brand which he

launched into the Spanish market with a name deriving from the Spanish

for ’to suck’.



One of the first brand names to be registered in Spain, its logo was

redesigned in the early 1960s by Salvador Dali - a coup which turned it

into a cult item. Now popular in more than 150 countries (and in outer

space), our favourite flavour in the UK is Strawberry & Cream although

there are 22 flavours altogether - and Enrique is now president of the

company. There’s no lolly for the first correct answer to be picked by

our random selector, only champagne - but if you can name Brand X, call

0800 106011.



Last week’s winner, Catherine Chapberlain of Creavite IQ, picks up a

bottle of bubbly for correctly identifying Fry’s Chocolate Cream



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