What's in a Name?

I'm curious about recent name changes implemented by diet soft drink companies. Diet Sprite became Diet Sprite Zero and Diet Sierra Mist was changed to Sierra Mist Free, both within the past year. But why? What are we as consumers trending towards with our purchasing power to cause such changes? Or are they merely experimental? I have discussed the possibility before that companies are changing the names of drinks to remove the word "diet" and appeal to a more masculine audience. But what about the women - How are the companies appealing to them? Or do the companies have demographic research showing that women don't really tend to buy lemon-lime type drinks? It's quite fascinating if you think about it... are colas more female-friendly?

Or perhaps the idea is getting back to consumer market research. Which name is more likely to convince consumers they NEED this product? The Motley Fool offers some interesting fodder on this subject:

"Here's the apparent logic behind the marketing concept: Zero implies an absence of quantity. What do people who are watching their weight look for? Yep, that's right -- an absence of any and all unnecessary calories. That's what you get with a diet drink, and that's what you get with Diet Sprite.

"Coca-Cola and competitor PepsiCo are chasing all growth opportunities, and the best way [they] know how is to constantly innovate their marketing schemes. They, of course, can develop new products to capture growth...but reenergizing a brand via new packaging and a new title can oftentimes be more effective, both in terms of cost and creativity. Plus, you don't have to worry about potentially damaging backlash to a different concept; "New Coke," you'll recall, wasn't appreciated by the beverage marketplace."

So maybe it's not a gender issue at all. Rather than feminine vs. masculine, perhaps it's youth vs. experience or diet-savvy vs. not. And what about lifestyle?

"Diet" products have a more conservative ring to them - such as, "I pay my bills on time, I never call in sick to work unless I'm really sick, I wear my seatbelt even while driving to the end of the driveway for the paper, and I am afraid of getting thick around the middle so I'm on a diet."

Then there's "Free" drinks - one's that conjure frolicking through poppy fields, following Phish's summer tour, backpacking across Europe, not just eating but living granola. Freedom from oppression, war, and calories.

And don't forget the "Zero" - Sex in the City watching trendsters who are so ahead of the game they are satisfied by a virtual "nothing." Nothing is cooler than zero, and love means nothing in tennis.

My aren't we a society of word plays, oxy-morons and conundrums. Or is it morons playing with conundrums? All this logic is making me thirsty...