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Sensational spelling is the deliberate spelling of a word in a non-standard way for special effect.

Branding

Sensational spellings are common in advertising and product placement. In particular, brand names such as Krispy Kreme Doughnuts (crispy cream), Weet-Bix (wheat, with bix being derived from biscuits), Blu-ray (blue), Kellogg's Froot Loops (fruit)

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