ISIS chocolate business turns sour
- 10 years ago
It's not all sweetness and light at this Belgian chocolate company right now.
The brand name ISIS is leaving a bad taste in the mouth of customers.
The original brand name Italo Suisse was created in 1923.
After deciding the name didn't really have any real association with either country they changed it to ISIS ... creating an association much worse.
The owner Ignace Libeert thinks the ISIS rebrand has cost the company millions in lost business.
(SOUNDBITE) (English) OWNER OF CHOCOLATE MAKER LIBEERT, IGNACE LIBEERT, SAYING:
"When we saw that the orders, which were planned to get in latest beginning September for this Christmas, they didn't come in, neither from the States, neither from the U.K., so we said: 'What's going on here?' And they said yes, we have orders but the name ISIS is actually disturbing because our consumers are very upset with that name which is all abroad and therefore we had to make a decision."
ISIS, of course, is also th
The brand name ISIS is leaving a bad taste in the mouth of customers.
The original brand name Italo Suisse was created in 1923.
After deciding the name didn't really have any real association with either country they changed it to ISIS ... creating an association much worse.
The owner Ignace Libeert thinks the ISIS rebrand has cost the company millions in lost business.
(SOUNDBITE) (English) OWNER OF CHOCOLATE MAKER LIBEERT, IGNACE LIBEERT, SAYING:
"When we saw that the orders, which were planned to get in latest beginning September for this Christmas, they didn't come in, neither from the States, neither from the U.K., so we said: 'What's going on here?' And they said yes, we have orders but the name ISIS is actually disturbing because our consumers are very upset with that name which is all abroad and therefore we had to make a decision."
ISIS, of course, is also th