James Lileks has an hilarious piece in his Backfence column in the Minneapolis Star Tribune. He riffs on snack foods and mentions the new Doritos Torengos. What is it with ad-men and daffy product names? What the hell is a Torengo? It's obviously meant to be Latinesque. From my (actually quite extensive, preen) knowledge of Spanish, I think I can safely say that there is no such word as 'torengo'. It looks to be some sort of portmanteau word deriving from 'tortilla' and 'tengo' (Spanish for 'I have'). How many hundred man-hours of brainstorming, PowerPoint doodling, focus-grouping and product placement went into this? Just mind-boggling. And that's before sales and marketing would even have gone into high gear to shift the product.
I don't really have a point, except to say that the activities of those who are involved in the fluffier regions of commerce will forever remain a mystery to me.
By the way - read the Backfence. It's vintage stuff - I've cried with laughter at some of the lines before. It's all the scrummy Lileks goodness you're gonna get 'till Monday anyway.
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