Band-Aids and Tylenol will have a new name on their packages: Kenvue

New York
CNN business

We’ve all heard of Band-Aid, Tylenol, Benadryl, and Johnson’s powder.

We have never heard of the new Kenvue talk.

But Kenvue will be the new corporate parent of these popular consumer health brands next year.

Johnson & Johnson (JNJ), the owner of those labels, is in the process of splitting into two companies: one focused on medical devices and drugs, the other on consumer health products.

J&J retains its familiar name for its larger pharmaceutical business, but needed to create a new brand identity for its smaller consumer arm.

The company said Wednesday that it had landed on Kenvue, a portmanteau of “Ken,” an English word for knowledge used primarily in Scotland, and “vue,” a reference to sight. Pronounced Ken-view.

“The introduction of the Kenvue brand is a defining moment for our stakeholders and an important part of our planned differentiation,” said Thibaut Mongon, who was named CEO of the new company, which includes Motrin, Listerine, Neutrogena and other brands. The distribution will be completed next year.

A J&J spokeswoman said a small team worked with a creative naming agency to develop and screen thousands of names for the new company. J&J wanted the name to be distinctive and memorable. It also had to clear trademarks in more than 100 markets and “pass language and cultural screenings in 89 languages ​​and dialects.”

In addition to the new name, the company has a new logo and design. Kenvue appears in white on a green background, and the letter “K” has a heart on the side.

It’s no coincidence that Kenvue has no meaning or history, said Jay Jurisich, CEO and founder of branding agency Zinzin.

Companies often look for names that are clear of any controversy.

The Kenvue name reflects J&J’s desire for the company’s new consumer identity to take a back seat to popular brands like Band-Aid. It’s a similar strategy to other consumer products conglomerates, such as Unilever ( UL ), which owns Dove and Hellmann’s, and Procter & Gamble ( PG ), which owns Bounty and Charmin.

“It’s really just a holding company behind all these other brands,” Jurisich said. “They want a name that will fade into the background and the brands will stick out.”

Corporate name changes are a common tactic for a variety of reasons, such as spinoffs, mergers and acquisitions, or new parent companies.

Companies involved in a public relations crisis have also changed their name to remove negative associations with their previous brand names, such as Philip Morris, which changed its name to Altria ( MO ) in 2001. Then there were the brands that changed their names for strategy signals. rounds, such as Dunkin’ dropping “Donuts” in 2018.

It is not the first time that two words have been combined in the name of a new company.

In 2012, Kraft Foods spun off food brands like Oreo into Mondelez (MDLZ), a combination of the Latin “monde” for “world” and “deliz,” short for “delicious.”