So that's what it's all about ... a cute name?

CON GRIWKOWSKY -- Edmonton Sun

, Last Updated: 8:12 AM ET

GRANDE PRAIRIE -- The Scotties Tournament of Hearts?

Yeah, that's it. That's the much-ballyhooed rebranding of the Scott Tournament of Hearts.

"The Scott brand has been around since 1955 and this is such a natural," said Nancy Marcus, vice-president of consumer marketing for Scott Paper said yesterday.

"It is close enough to the original name, but it ties closely to our brand and it's also a very cute name."

So that's what it's all about. Cute.

What were they thinking?

How far can cute go?

The Lil' Timmy's Brier?

The Chickies-Fil-A Classic on the LPGA calendar?

Don't even get us started on NASCAR.

Marcus does hit one point bang-on. The tissue manufacturer is a natural sponsor for women's curling.

Tears of joy.

Tears of sorrow.

We've seen it all before when women's curling is involved. Something about being able to use the product when the tears come out and use it again when they're fixing their makeup.

Heck, every time my buddies on the media bench see me, they never let me forget I brought Cathy King to tears at Charlottetown in 1999.

AN INNOCENT QUESTION

King had just lost the Scotts final to Colleen Jones and all I did was ask an innocent question about the end of her reign as Team Canada.

She's over it now.

"Oh, yeah, that's different," was King's first reaction when she was contacted at the Jennifer Heil reception yesterday. "I think those of us who have been around for a long time would have had a hard time calling it something else. If that's what they're trying to do, it's close enough."

So it's a bit of a girlish change.

Being of that persuasion, that's OK with King.

"Thank God we're women," said King. "If there were a change like that for the men, I don't know what the reaction would be. It's OK with me. I'll take the name change."

Grande Prairie skip Renee Sonnenberg, who's running the worlds ceremonies this week, seemed glad the issue was finally resolved.

"When they were advertising it during the London Scotts, they kept saying the Tournament of Hearts," said Sonnenberg, who represented Alberta at that 1999 event.

"I thought, 'Oh, no, have we lost Scott,' because they've been so amazing."

DON'T DARE COMPLAIN

As far as what seems like an overly cute title ...

"Between being really competitive and being cutesy, it seems like it's at opposite ends of the spectrum," said Sonnenberg. "But we don't dare complain because they treat us so good."

Even though Team Canada's Kelly Scott seemed to like the move to cute ... well, it's almost too syrupy for the red-blooded masculine types who tend to inhabit the media benches.

From now on, female curling in Canada will be known as the Hearts. At the provincial level ... call it the Alberta Hearts.

That's just about the right amount of emotion us guys can handle.

Cute?

Pass the pancakes ... I feel a sugar attack coming on.


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