I worked on some ad projects for Amazon Fire TV and they made us use a code name even after the product was released to the public. The problem was, they gave each vendor a different code name for the same product (ostensibly so leaks can be traced), and they had so many vendors working on the campaign, that no one at the company could remember which vendor had which code name.

Any time one of them tried to reference the product, it'd go something like this:

CLIENT: So when we release Cobra... I mean Pistol... er... DeltaSix? No... Chicagoland? Ramjam? US: Can't we just say Fire TV? CLIENT: Please let's be secure and use your code name. Was Saturn? Holiday? Wait... Sundance. You guys got "Sundance," right? US: Phoenix. CLIENT: Right. Sundance was [other vendor]. OK. So. When we release Phoenix...