There has been much speculation by industry insiders about whether Vegemite iSnack 2.0 was deliberately chosen as a short term stunt to generate marketing noise and community outrage, or whether it was nothing more than a massive error of judgement on the part of the US owned Kraft.
We thought it would be interesting to know what the Australian public thought. Complete the survey below and see the results in real time.
Derek: Spot on Jess.
The old http://tiny.cc/s7olm + ht...
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Paul: Right. That's it. I'm getting one now. What will...
Steve Mair: Whats a CD? Apple is just bringing a logo that wa...
Derek: Seems odd there’s no reference to the visual conte...
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I see that the guy credited with the winning name is conveniently on holiday in Bali and cannot be contacted…
Interesting, very interesting.
I thought it was a combination, a poorly planned stunt
(but that option isn’t available in the survey)
if it was intended as a promotional stunt, it has left me feeling a little disappointed…it was a pretty lame attempt.
yeah I think it was actually planned… perhaps what happened is they didn’t get the amount of publicity they hoped for, so right at the end they used the crappy name as a way of boosting publicity.
Everyone will have forgotten this once the product actually gets going (if it does – haven’t tried it). I love Vegemite but I hardly noticed the ‘name the Vegemite’ campaign – but now I’ve noticed.
Whether it was crafted or “Krafted”, the strategy, name and product all fall short with me. I have tried it (once) … Mmmmmm. And who’s ever had to refrigerate Vegemite and consume within 4 weeks of opening? (That’s if you read the fine print.) Some part of the communication obviously got my attention, but I’m from the “happy little Vegemite” demographic and will stick to the real deal.
You’re giving too much credit to the intelligence of large advertising agencies. It was a fiasco because Kraft listened to the insular, moronic advice of someone in Ad Land who earnestly believed they knew what would motivate young Australians. Stunt or not, it’s damaged the Vegemite brand. I hope Kraft are now smart enough to ask for their service fee back!
Here’s what really happened: Vegemite – The Movie… http://bit.ly/w6uyO
Poor planning! Has to be. The name, iSnack 2.0, has had too much thought put into it. It is clearly trying to tap into the iYouth market and shows all the signs of doing so. It just didn’t work. If they did market testing, they need a new marketing manager. But I can see next weeks headlines… “Kraft claims name snafu as marketing stunt.” Liar, liar, pant on fire.
Vegemite have just released the 6 new names that can be voted on over the next few days… and well… maybe iSnack 2.0 really was the best they had.
With contenders like “Vegemite Creamymate” and “Vegemite Snackmate”, maybe they really do subscribe to the idea that Bill mentioned a few days ago of being so bad it’s good.
PR Stunt 2.0 begins?
+1 to Gary B; with a little more finesse and a little less anger to the writing.
My question is: If it was tongue-in-cheek, why is iSnack 2.0 being retracting now? It looks like a rescue package and a bland one at that.