Worse than melty

I can’t believe I haven’t yet found a reason to discuss my visceral disgust at the popular marketing term “melty.” What in dog’s name is wrong with “melted” and “melting,” I implore you? Every time I see a commercial using the term – and it rears its ugly head more and more often (though the public seems to have been cringing about it for many years now) – I scream at the screen. (I mean honestly, why not “meltish” then while we’re at it?)

So it was with even greater disgust that I turned over a package of Starbucks Via to see this fresh horror:

roasty

Yes, that’s “roasty.”

Now for a quick detour: I had the great honor and pleasure of being a guest lecturer on trademark prosecution at the University of Denver Law School last week, in a trademark class taught by the esteemed adjunct professor Marc Levy (okay, I had an in). And one of the topics I discussed my steadfast reminder to clients to look terms up in Urban Dictionary to make sure your new trademark isn’t a dirty word.

Let’s just say that Starbucks should’ve done that before forging ahead with its “roasty” usage.

 

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