The animal rights campaign group People for the Ethical Treatment of Animals, PETA, has decided to play off of people's awe of kittens by re-branding fish as “sea kittens” in order to discourage people from killing and eating them.
“Would people think twice about ordering fish sticks if they were called Sea Kitten sticks? Help us save fish by changing their names!” PETA writes on its Web site. More than 4,544 have already signed PETA's online petition.
An interesting rebranding case study, to say the least.