In 2009, they decided to tweak the recipe and call it Thingamajig, a candy that never took off. In the 70s, Hershey introduced Whatchamacallit, a peanuty crispy candy bar (with a name by advertising powerhouse Doyle Dane Bernbach) that was heavily promoted and became a hit. And of course there’s the Abbott and Costello baseball players Who, What, I Don’t Know, et al. The classic YA novel A Wrinkle in Time features Mrs. Whosit type naming isn’t new either, but we haven’t seen it applied to tech before. (Do you say “Where’s my USB WiFi adapter?” when you can’t find it or “Where’s my WiFi thing?”) Self-aware, self-referential marketing has been popular for a while and, when done well, projects savvy, humor, and humility. Plus its acknowledgement that people use thing all the time because they can’t remember product names is rather meta. But whether the product is wow or wanting, the name’s not bad at all.Ĭar Thing makes clear that this is a device you use in the car, and that simplicity is part of the name’s brilliance. Some folks kinda like it, and some aren’t at all impressed. Car Thing, Spotify’s entry into the world of smart devices, has gotten mixed reviews. But ask a stranger on the street if they’ve heard of Car Thing, and you’ll probably get a blank stare. If you saw Spotify’s 2021 Wrapped lists everywhere last month, you’re not alone.
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