Kraft Foods Inc. have announced they are to rename the new Vegemite spread, iSnack 2.0 after a consumer backlash in Australia. For those unfamiliar with Vegemite it is a black, salty spread made from yeast and beer slurry (seriously!) yet it manages to hold a special place in Australian’s hearts.
Kraft held a contest for the new name and chose iSnack 2.0 (flaccid wordplay on iPods and Web 2.0) from among more than 48,000 suggestions but finally conceded the new name has simply not resonated with Australians. Particularly the modern technical aspects associated with it.
Its amazing that a foodstuff which looks like pooh can make some people so emotional. Even still in July Kraft managers in Australia rolled out the new version of Vegemite mixed with cream cheese, the first new flavor since Vegemite was launched in Australia in 1923. This new product had traditionalists up in arms.
From a marketing perspective this was always going to be a disaster. As soon as I heard the new name I simply said I will give it six months before they have to change the name again. Little did I know that it would be pulled after only FOUR days! I’m thinking that heads are going to roll in the marketing department.
Filed under: Marketing Tagged: | Fail, iSnack 2.0, Marketing, Web 2.0
