I have visited Taco Bell a couple of times lately (which is unusual for me) and both times noticed prominent advertisements for "Fourthmeal," Taco Bell's name for a meal that putatively exists between dinner and breakfast. (In other words, that meal that teenagers and adults-who-live-like-teenagers get late at night from Taco Bell.)
I happen to think this is a potentially brilliant marketing concept. If you can legitimize late-night snacking as a meal, and eventually convince people that they have to eat this new fake meal every day, it could work.
But "Fourthmeal"? I can't think of any name less likely to stick or become widely used. Couldn't they get someone to come up with a catchy name that they could promote the hell out of?
(By the way, if you go to the Fourthmeal site linked above, you will have to choose your gender in order to enter. Is that creepy to anyone besides me?)