Kraft Attempting to Rebrand International Image

Kraft has been known as a household since the early 1900's so it is a bit confusing to me as to why they would try and rename a brand that is over 100 years old. The company wants to change their name to Mondelez. A business insider article said that one of Kraft's executives thought of the idea and figured it would be a great name to use to re-brand Kraft international. The company will still be called Kraft in the US, but it is going to be called Mondelez everywhere else in the world they distribute to. ""Mondelez" (pronounced mohn-dah-LEEZ') is a newly coined word that evokes the idea of "delicious world."  "Monde" derives from the Latin word for "world," and "delez" is a fanciful expression of "delicious.""(Business Insider). I have read a couple articles on this and it seems that they are being met with a lot of negative reactions to this decision. The first complaint is that the word Mondelez sounds similar to a vulgar German term for oral sex, this is also according to another business insider article. Whether or not the the largest snack distribute in the world is going to make such a huge change to its image is uncertain at this time. It would be sad to see such a huge campaign like this flop on its face. Can anyone think of any other re-branding fails? Does anyone think it is a good idea to change their international name?