Humor equity...

Quick. Think Fast. In the years past at Bonnaroo, who has sponsored the air conditioned, always popular comedy tent? Comedy Central? Correct!

“This year at Bonnaroo, the comedy tent will be called the Newly named "The Comedy Sweet," Humored by Butterfinger, the tent will welcome some of TV's most hilarious personalities, including late-night host Jimmy Fallon and Triumph the Insult Comic Dog, who will present "Bonnapoo 2009," a variety show with music, stand up, classic clips, unaired material, interviews and insults”, according to their partner page.

Did you catch that…It’s The Comedy Sweet, humored by Butterfinger.

That doesn’t feel right. The Comedy Central Comedy tent has such a nice and natural ring to it. “Sweet Humor” sounds like a brand of Hallmark cards made for grandmas and elementary school teachers.

The new name will take some getting used to. Butterfinger has got a lot of work over many years before they become as synonymous with the comedy tent as Comedy Central had been.

In order to better tie themselves to the persona of funny brand (and yes, I do remember the Simpsons humor), Butterfinger has supported their efforts on several fronts.

“Outside The Comedy Sweet, Butterfinger's comics will engage Bonnaroo attendees with pop-up gags throughout the festival grounds. "

Also, Butterfinger ran a contest on their website giving away a set of VIP passes and $50 worth of swag from the Bonnaroo.com gift shop and has a cobranded comedy channel with Yahoo.

I’m glad they’ll be spreading out their contact points- they need every opportunity they can get to build awareness of Sweet Humor and overcome the entrenched association with Comedy Central.

I'll give it a chance, the line up looks great. And here's to hoping they're offering Butterfinger frozen products instead of classic, melt-rific Butterfinger bars in the summer heat.