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Hot news from Frigoscandia
Page 20
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Our thanks this week to Frigoscandia Distribution for the most endearingly pointless press release of the week. The gist of it is that Frigoscandia (a pain to type at the best of times) is changing its name to CELSIUS FIRST. Now, we've no problem with the name—it works in the chilled sector so you can understand its choice, it's certainly less baffling than the likes of Corus (steel) or Consignia (letters). Our objection is that the press release then goes on to spell out the blindingly obvious: "Celsius First has been selected as the new name because of its strong associations with temperature control. Moreover, the word first' not only has positive connotations, but is part of the company's 'First Class Service' initiative."
Thanks for that, we were stru ling to think why you'd used those words. No explanation of the lower case 'i' it uses in the logo though, we note. We'll also spare you the PR drool about its distinctive red and black colourway being easy to distinguish from its competition that use paler colours like blue and grey. Ignoring, for example, 3663, Golden West and Reed Bordall