Wendy's new "D.T. Double" has a double meaning

One thing I've learned in 25 years of marketing and branding, is that every product name can have a double (often unintended) meaning. It is best to understand these double meanings, and make sure they don't have negative brand associations.

A new burger from Wendy's is a case in point.

The D.T. Double is intended to pay tribute to Wendy's late founder and pitchman, Dave Thomas.

The sandwich reportedly features a Big Mac-like structure of two beef patties, two slices of cheese, lettuce, tomato, red onions and a “signature sauce.”

It also features a name--"D.T." that has a double meaning--Delirium Tremens: an acute episode of delirium that is usually caused by withdrawal from alcohol...as in "I think I have a case of the D.T.'s"

Perhaps a Wendy's burger can help with that.

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