Saturday, October 3, 2009

Vegemite Update

Yes I know this is the second commercial product I have mentioned in one day but this campaign will go down in marketing history and will be discussed by students of the subject for years to come.

To fill in those who have missed out on the story. Vegemite is a yeast-based spread that is part of Australia's heritage (even though it is now owned by an American company). Sales have been dropping a bit so they introduced a new product - Vegemite combined with cream cheese - and launched a competition to find a name (just like Smith's). Kraft announced the winner, "iSnack 2.0", last Saturday and it bombed .... badly.

Kraft have now dropped the new name and are asking the public to vote on an alternative. The options are: Cheesybite, Creamymate, Smooth, Snackmite, Vegemate and Vegemild. You can vote here from 5 pm this afternoon.

Whether this thing is a huge publicity stunt or a genuine failure in the choice of the first name will be debated for years to come. And it remains to be seen as to how popular the actual product will be.

All I know if that now is the time to go and buy one of the iSnack 2.0 jars - they will be worth a small fortune (well more than what you paid for them) in years to come.

1 comment:

diver said...

Can I vote for 'Weirdomite' ?

I mean, just look at the product : compared to the old one, this new muck has nearly 12 times the amount of saturated fat, three times the kilojoules, half the protein, half the amount of Vitamin B, ditto for niacin, thiamine, riboflavin and folate ... and 25% more salt ... in sum what nutritionists (e.g Rosemary Stanton) call a pretty irresponsible product for a company to be trying to foist on children.

Whatever happened to Truth In Advertising? If it existed we'd be voting for names like Poisonmite and Cheesocrap.

Sorry to rant MG, but this issue is just made of Rantomite. I reckon the entire Board of Kraft and their marketeers should be drowned in the stuff.