Rebranding an Icon
October 26, 2010 at 1:35 pm 4 comments
An iconic snack of our childhood, and Lebanese pop culture, has always been “Ras el 3abed”, the marshmellow-y chocolate covered snack with the politically-incorrect name (Ras el 3abed means negro head, a name given to its dark exterior). For years, that’s been its name but today I noticed a campaign to rebrand it as “Tarboush” (which is the fez hat of traditional Arabic folklore).
Whether the reason for the rebranding is a better social conscience, or simply a catchier name they can more easily market, I have yet to find out. For my generation and those before me, the name “Ras el 3abed” has been imprinted in our conscious when associated with this particular sweet. At least the next generation will have a different association to the name..
Do you like the new name? Share your thoughts here!
Entry filed under: Pop Culture. Tags: Arabic Sweet, billboards, Lebanon, marketing campaign, Politically Incorrect, sweet, Tarboush.
1.
Aline C | November 5, 2010 at 4:29 pm
I shall still call it a “ras el 3abd” and that’s not be being racist. Tarboush just sunds funny :s
2.
Bashar H | November 22, 2010 at 11:32 pm
I will continue to call it “ras el 3abed” while feeling guilty. The though of a caramel filled candy as a tarboush makes me cringe. So does eating the head of a black person. I will just eat Unica from now on.
3. Brotha’ from Anotha’ Motha’ « If The Bag Fits | March 2, 2011 at 1:08 pm
[...] *As many of you know by now, “Rass el-Abed” was renamed “Tarboush” recently in an effort to eliminate the negative racial message behind its former name. Read more about this name change on Lorena’s Epiphany: Rebranding an Icon. [...]
4.
My Name Is George | April 3, 2011 at 5:33 pm
I’m used to call it ‘RAS EL 3abed’ because it looks like one. i cant see a ‘tarbouch’ in it’s form :s