Although I am not a highly-paid marketing professional (I am merely a highly-paid technology professional who works for a marketing company), I’d like to proffer the following tip that might seem like a good idea, if not the obvious:
Pepsi One, Coca-Cola Zero
Never, ever name your product so that, if it’s placed side by side with its equivalent product from your competitor, it sounds as though you’ve just lost a tightly-contested ballgame.
Now if Royal Crown would just introduce RC2 – but no, that would make too much sense.
Hockey, soccer, or baseball? :-)