What do you get when you take an iconic food product, change its ingredients and release it under a kitschy new name, prompting cries of outrage and a storm of media coverage: A marketing failure or a publicity coup?
No iSnack 2.0 where you live? Get a commemorative jar online while stocks last.
Vegemite Cheesybite? Get stuffed. Apparently two thirds of voters agreed with me, but it was Cheesybite which carried the day.
Single-choice voting? This is Australia - where was our preferential runoff system? Why wasn’t the AEC called in to run the election?
Oh, and why didn’t Kraft check “Cheesy Bite” as two words? It’s a Pizza Hut trademark - see picture below:
Anyway. I’m not a lawyer. Maybe it’s no big deal?
So, having admitted its mistake (or was it on purpose?!), Kraft has set up an online poll for Australians to vote for their preferred name to replace iSnack 2.0.
The six names, in alphabetical order, are:
VEGEMITE CHEESYBITE
VEGEMITE CREAMYMATE
VEGEMITE SMOOTH
VEGEMITE SNACKMATE
VEGEMITE VEGEMATE
VEGEMITE VEGEMILD
We here at iSnack2.com are endorsing Vegemite Vegemate as the new name. Incidentally, you can buy a Vegemate t-shirt here for just $29.99.
I wonder if the iSnack 2.0 would sound shit. (Maybe it would only play brown notes?)
Thanks to @areyouadam for the image!
Kraft Foods Australia/New Zealand has today announced that it will change the name of the new Vegemite.
Since the new Vegemite hit supermarket shelves in July 2009, Australians and New Zealanders have been invited to come up with a name for the new product; just as Australians did when Vegemite was first launched in this country in 1923.
More than 48,000 name suggestions were received, and from this one name was chosen – Vegemite iSnack2.0. And whilst consumers have been suggesting names, more than 3 million jars of the new Vegemite have been sold.
Since the announcement of the new Vegemite name at the AFL Grand Final, Kraft Foods has heard consumers’ like the taste; they just don’t like the name.
Kraft Foods Australia/New Zealand Head of Corporate Affairs, Simon Talbot, said: “We have been overwhelmed by the passion for Vegemite and the new product. The new name has simply not resonated with Australians. Particularly the modern technical aspects associated with it.
“At no point in time has the new Vegemite name been about initiating a media publicity stunt. We are proud custodians of Vegemite, and have always been aware that it is the people’s brand and a national icon.
“Our Kraft Foods storeroom currently has thousands of jars of the iSnack2.0 named Vegemite. This product will be distributed around Australia, and will continue to be sold in supermarkets for months to come – until Australia decides upon a new name.”
“Australians and New Zealanders will shortly be invited to help us make a choice. Please bear with us for the next 48 hours as we finalise how Australians and New Zealanders can decide the new name through an independent popularity vote. ”
Details of this will be announced on Friday 2 October.
With some half a million iSnack2.0 jars set to start going on sale today, US-based Kraft is currently investigating the mechanics of how it could change the name of iSnack2.0
You’ve read the blog, now buy the t-shirt! This original “Vegemate” tshirt, designed by yours truly, is a great way to express your love of our country and our favourite snack. Just $29.99 - order now!
methuselahmedstudent: “One word: Poochie.”
Couldn’t agree more. Let’s hope iSnack 2.0’s planet needs him.
