I am certain that big data could tell us the exact demographics of the age, geographical dispersion, income, marital status, and sex of all those who know the song, “Oh, My Darling Clementine.”
You can find out more than you would ever want to know about the song at http://en.wikipedia.org/wiki/Oh_My_Darling,_Clementine (bad link, copy and paste)
So I really like the name chosen for this brand of Clementines. And I am willing to bet, if I have any money left after the Super Bowl, that the company did not use focus groups, expensive research or surveys to decide to use the name. It is a true no-brainer.
If there is a hook or association you can use for your brand name, go for it. As long as it is not forced or too precious, it can make a difference.
And if you are one of the three people in America who do not know the song, there is nothing in the name that would prevent you from making the purchase. So there is no downside.
Everyone ready? “In a cavern, in a canyon, excavating for a mine…”