Having To Say You Work For A Bimbo
Bakery that is. Grupo Bimbo is one of the world’s largest bakeries.?
Their name “Bimbo” is making me cringe. I don’t care what they call themselves outside the US but keeping the name Bimbo in the US?is offensive to women and frankly a horrible corporate/product brand?name.
Here is Wikipedia’s definition of the word “Bimbo”:
In the English language a bimbo can also be someone who enjoys being pleased often by intercourse with unknown strangers. The archetype of a bimbo with sex appeal is much used as a stock character in comedies with sexual humor, an example being Christina Applegate?s character, Kelly Bundy, in Married… with Children.
Grupo Bimbo was established in Mexico in 1945, today it is one of the most important baking companies in brand and trademark positioning, sales, and production volume around the world. In Mexico and Latin America it is an undisputed leader in its area, with presence in the United States and 18 countries in Latin America, Europe and Asia encompassing?over 5,000 products and has more than 100?prestigious brands.
Since 1980, Grupo Bimbo?has been traded in the Mexican Stock Exchange (Bolsa Mexicana de Valores). It comprises six organizations and a corporate department that operates companies in the baking industry and in general, in the food industry.
Now here’s the rub…?
Bimbo Bakeries USA
Bimbo Bakeries USA is leader in Texas and the Western region of the country. It has 13 plants and operations in more than 22 states of the American Union and also offers premium line products under the following brands:
Oroweat, Mrs. Baird?s, Entenmann?s, Thomas?, Boboli, T?a Rosa, Marinela and Bimbo, among others.
Now obviously Bimbo realizes the need to change some of its product names but why have they kept the corporate and product “Bimbo” name in the US? Does the name Bimbo have brand equity in the US markets? I doubt it.
One thing I found interesting was Bimbo’s take on social responsibility:
The social objectives of the company are the following: External social objective. To contribute to the full development of society, trying not to affect the social and personal fundamental values through its economic activities, but rather to promote these values as far as possible. Internal social objective. To contribute, at the heart of the company, to the full development of its members, attempting not to affect the fundamental human values, but rather to promote them.
Respect for the dignity of the human being, which is inherent to man’s nature and his transcendental destiny, and which grants him rights, that cannot be waived or alienated, and which both society and State must acknowledge and promote.
Respect huh? Do you think the executives of Bimbo really care about respect? If they did do you think they might consider a?name that wasn’t disrespectful to women?
I’m surprised the National Organization For Women hasn’t written a letter?
Can anyone make a case where the name “Bimbo” is okay in the US market? Or even offers a value?
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April 6th, 2008 at 11:58 am
Perhaps because the corporate name is relatively obscure compared to US headquartered bakeries, there is no “critical mass” to of alert advocacy groups protest or boycott. Perhaps because the name actually means something in another language (”baby” in Italian) that other other ethnic groups don’t make a connection. Perhaps older people think of the common “Bimbo the Clown” and associate happiness. Perhaps younger people are insensitized to the word “Bimbo” and have collectively selected other words from a new lexicon to represent what another generation thinks “Bimbo” to mean. Perhaps because there is a geometric graphic in the logo (and in the case of one product’s packaging, a cuddly bear) and not an explicit one, people don’t register the negative connotation of the word. Perhaps the leaders of the company have no clue.
April 6th, 2008 at 12:10 pm
Yea, no clue it is then!
There was a Bimbo the clown?
Did you happen to see the cartoon flash character they developed on the website? They are a very strange company.
April 6th, 2008 at 12:55 pm
As a woman, I can’t say that I like it. Still, taking that this is a brand from another country with a different language, it’s important to not overreact and take it all into consideration. Japanese, Chinese and Korean brands often make similar mistakes… It’s a cultural thing.
April 6th, 2008 at 3:02 pm
Well as soon as you become a billion dollar brand (like Bimbo…makes me chuckle everytime I write it) it’s time to hire a CMO. Last time I checked Mexican companies have done a pretty good job marketing to the US.
No excuses on this one I’m afraid. And add to it that they are headquartered in Texas…
April 6th, 2008 at 11:55 pm
well, maybe it would be interesting to see what Mexican/Hispanic women have to say about it…to see if they are offended or not…it may not be offensive in Spanish to them…??
April 7th, 2008 at 7:11 am
I would accept that if they weren’t here in the US selling Bimbo products. But that’s not the case.
April 7th, 2008 at 10:10 am
If their branding included anything that suggested disrespect to women, I would be offended. But it doesn’t, it’s foreign and I’m smart enough to know that “bimbo” in just about every other language but english probably isn’t an insult. In fact, I’m slightly insulted that someone would think I’m dumb enough to see “BIMBO” on a foreign piece of packaging with a cartoon bear and immediately assume it’s an attack against women.
Bimbo products are prevalent where I live and I like the look for its campiness. If anything, it’s fault is just that. Campy.
By the way, I’m in my mid 20s and I know full well who Bimbo the Clown is and that IS one of the things i think of when i read the brand.
April 7th, 2008 at 10:19 am
Megan, it’s not foreign. Bimbo USA is in Texas, this makes them from the states. That said you think the name “Bimbo” is a good one to use? Would you name your company “Bimbo”?
April 7th, 2008 at 10:58 am
Almost, “hooray” for Mindy and Karin. What in the hell is wrong with Americans? By the way I am born, raised and voting in America. Mindy you are right that it is better to not overreact. I have a question for you? How many arrogant US companies names and / or taglines translate to something awful in another language in that respective country? Too many to list and frankly; far more offensive at times. It probably is not offensive to women in Mexico and certainly should not be offending women anywhere in the world. The little bear doesn’t seem to be keeping women down and I think that we can be reasonably sure that the bear is calling you a bimbo. Anyway, how this is a Women’s rights issue is beyond me. Now, don’t get me wrong there certainly is a negative connotation associated with the word in this country but it’s not so bad. I think we all need to lighten up a bit. As far as the Women’s rights issue goes; there are much more offensive advertising / marketing pieces out there (created by American companies) that are certainly more culprit than the little bear named “Bimbo”. We could start with Barbie.
April 7th, 2008 at 11:00 am
CORRECTION: Typo:
“The little bear doesn?t seem to be keeping women down and I think that we can be reasonably sure that the bear is not calling you a bimbo.”
Of all of the posts to to screw up. Sorry…totally unintentional.
April 7th, 2008 at 11:26 am
Scott, if you owned a baking company and if one of the products you manufactured was bread, would you call it, “White’s Bread”. Do you get where I am coming from on this? It is your name and the first thought I had was, “Is this bread white”? Second response was, “oh, it’s the company owners’ last name.” “That’s really cool for him; he sells bread, his last name is White and he sells white bread.” I wouldn’t expect that you would offend caucasians with this name…would you? Maybe…I dunno.
April 7th, 2008 at 11:58 am
Mark, make a case for the name “Bimbo” sold in the US (the White analogy is not offensive).
Take out whether you think it’s offensive or not.
Would you name your company or product “Bimbo” in the US? Yes or No.
April 7th, 2008 at 12:05 pm
I agree that names that don’t translate to other countries are also wrong. Send me a few and I’ll blog about them. Don’t go off the point. The point is that the name Bimbo in the US is bad and to some could be offensive. Unless you can make a case for Bimbo.
April 7th, 2008 at 12:12 pm
Scott,
That was my point. It is an unrealistic perspective regarding making a case for or against the name in the US or anywhere else. The whitebread thing is totally irrelevant as is the name Bimbo. We can’t gain an accurate perspective on the brand because it was not started here in this country and it was born over 50 years ago. To answer your question, “no” i would not name my product or company, Bimbo. With that being said, there are alot of things that I would not name my company. I do happen to agree with you and any other person who feels that the name should be reconsidered. I wish that all companies thought before they branded especially in foreign markets. For the record: I was born and raised in Massachusetts and I never saw the brand (Bimbo) anywhere but I have recently relocated to North Carolina and the name and products are everywhere. It is an unbelievably popular product. You got me? the consumers don’t really seem to care. The bottom line is that I do agree with you about the risks of the name I just wanted to see how strongly everyone felt.
April 7th, 2008 at 4:13 pm
Not everything has to be as marketing people says, BIMBO is a successfull company and it seems that the Name of the company doesn’t affect their sales in a negative way.
April 7th, 2008 at 4:17 pm
By the way the image that acompanies this blog entry is not from the same Bimbo company
April 7th, 2008 at 5:41 pm
Jerry, The image is from the same Bimbo company (I laugh even writing that). And I agree that Bimbo is a very succesfull company. That’s not in question. But in the US the name Bimbo means negative things. If that’s how they want to be portrayed….
April 7th, 2008 at 8:43 pm
Just wanted to thank everyone for commenting so far. I really value your opinion! Come back again and debate with me…
April 7th, 2008 at 10:19 pm
The Dangers of Translating Brand Names…
There have been many examples of U.S. brand names or ad copy that have not translated well into other languages, but what about brand names of products from other countries? How do those translate to the American market.
Thanks to Scott White at Brand…
April 8th, 2008 at 9:30 am
Thanks to this article, I recently purchased a Bimbo product while in Puerto Rico. The snack itself was disappointing and I won?t purchase another one, based on that fact alone. I believe this illustrates another upside of this ?unusual? name: it generates a buzz, which will in turn, generate sales. Now all they need is a decent-tasting product.
April 8th, 2008 at 10:26 am
Yea, except they didn’t plan on the buzz. This is how they got “Bimbo”:
The official version has it that the name Bimbo, coined in 1945 when the company was rebranded from its previous name, Super Pan S.A., is the mixing of the words “bambi” with “bingo” a popular game at the time. At the time they changed their name to Bimbo, another small bakery from Ciudad Ju?rez, Chihuahua had had the same name some years ago, so they talked to the owner of these bakeries who yielded the name of “Bimbo” to this new big company.
Genius huh?
April 16th, 2008 at 6:16 pm
I would concur w/your analysis if it were about this brand trying to penetrate the US born and raised consumer, but I don’t believe that this is where they are heading. Furthermore – I would suggest that it would be offensive if the name were shown with a “Bratz” like character, which it is not.
Regarding taste profile – they differ in each market – what works for one might now work for another. Just because one does not like the flavor does not mean that others who grew up with that flavor won’t.
April 16th, 2008 at 6:41 pm
Hey Tom, welcome! I think they are definately trying to capture the US market as they have a US Headquarters in good ole Texas…
April 16th, 2008 at 10:45 pm
HI, I actually work for Bimbo Bakeries. Here are a few facts about my company. The company was started in Mexico City, Mexico, with the name Super Pan, and after awhile the name was finally changed to Bimbo. The name comes from a popular game at the time (Bingo) and the name Bambi….BIMBO. In Mexican Spanish the name doesn’t have any meaning like it does in the US. The actual name of the company is Grupo Bimbo, but in the US it is Bimbo Bakeries USA. Yes, they do sell bimbo bread as well as other products under that name, but alot of the business comes from their other companies…Oroweat, Arnold, Brownberry, Thomas’, Entennmans, Boboli, Marinela, and others. Grupo Bimbo is the 4th largest food corporations in the world, and by 2010 they could possibly be the leader in all bread sales. …. ok ok i think ive said enough lol. I think, because the name truely has no meaning…it should be ok.
April 17th, 2008 at 8:11 am
Cool Josh, thanks so much for posting! So you are the one that actually says you work for a Bimbo huh? In all seriousness, the fact that it was born Mexican and is a big company make no difference. They could have easily renamed the US operations something more appropriate for the US market. That’s my point.
The name DOES have meaning in the US. It means fluzy or sleazy or even worse, sl*t. That’s the meaning in the US. That’s the problem with keeping a foreign product/corporate name the same when you enter a new country. The powers that be should have realized this and made a name change.
Just my humble opinion as a branding guy.
March 4th, 2010 at 2:20 pm
Big K,
I really think you reconsider calling yourself a branding guy…you should know better.
The brands in Mexico with the greatest monetary value are:
Bimbo (US$648 million)
Telmex (US$578 million)
Banamex (US$358 million)
Cemex (US$305 million)
Televisa, Elektram (US$150 million)
Liverpool (US$118 million)
Telcel (US$106 million)
Bacocho (US$93 million),
according to a study carried out by Interbrand.
Big K, please grab a marketing text book and get a feeling of the term “Brand Equity”
March 5th, 2010 at 12:20 pm
Hey John Bimbo,
Maybe you should re-read the article again, because I don’t care what they call themselves in Mexico. I’m talking about the name in the US.
I know all about brand equity…and they have none in the USA. People laugh when they read the name or simply get offended.
Tell ya what send some Bimbo cookies to your grandma and ask her opinion…
June 14th, 2010 at 12:54 pm
A billboard I drive past now and then says it’s pronounced BEEM-boh.