So...what do you think?

[matt]

How about the announcement that the new product from Kraft, to sit alongside Vegemite, is to be called iSnack 2.0...

I've read plenty of comments about it today, and I have to say they've been mostly negative.

Could Kraft really have got it so wrong? Are we going to buy into any possible marketing backpeddling about it all being a ruse to get people talking? That the real name is still to be announced (wink wink).

Is it a stroke of marketing genius to provoke such an overwhelmingly poor response? Or have they genuinely goofed?

Do you care?:lol: Perhaps not...given that the Vegemite brand was sold off overseas....but to many it remains an Aussie 'icon'...

I haven't tried the product and to be honest, I won't unless someone sneakily puts it on a cracker without me knowing.

[starlooker]

I like iSnack 2.0. :thumbsup:

[matt]

A bit of a discussion going on here:

http://mumbrella.com.au/how-vegemite-blew-it-9848

And a bit of an editorial:

http://www.crikey.com.au/2009/09/28/vegemites-new-name-unites-the-internet-in-contempt/

[multiweb]

As far as I'm concerned any version of iSnack goes straight to the recycle bin. Man, I never liked vegemite. I tried though ... I don't know how you guys can stomach it. :lol:

[AstralTraveller]

I can't.

[pgc hunter]

iSnack 6000 sounds cooler.

[KenGee]

How unAustralian, you should be frog marched to the bight and pushed off.:P


I like vegi, but I love promite, haven't tried the new one but I think the name is silly, Are all marketers just going to put I infront of things to make it trendy?

[Matt Wastell]

I incorrectly told my wife that this was the 'new' name for Vegemite and she has ditched any desire to try ....what is it? isnack sounds like eating plastic to me.
Peanut butter for me.....crunchy!

[matt]

:lol: I did wonder when I heard the name whether I'll be able to make a phone call using the empty jar....or download apps to it?!!

[GrahamL]

To close to land Ken they'll swim back I reckon ;)

Isnack 2.0.. ???.. now thats hip eh ? :)
Nothing wrong with an odd jar of vegemite in cupboard and a bit
of oldish bread floating round in the pantry imo , if nothing else the scrub turkeys will sleep a little sounder for a night or two :D

[dpastern]

ugh! A horrible name. I like Vegemite. It's an Australian icon. Our government should be ASHAMED to let it go overseas. I probably will stop buying vegemite to be honest, if they change the name.

Dave

[matt]

Dave, there's no plan to change the name of Vegemite. This is a separate, new stand-alone product based on Vegemite...but with a twist: it's got cream cheese in it. It needs to be refrigerated.

[dpastern]

Ahh, that's (sort of) OK then. I'm not usually that patriotic, since I believe patriotism leads to blind idiotism in many instances, but I LIKE my vegemite. I'll eat the stuff lashed on my sangers thick :)

Dave

[jjjnettie]

It's just a milder form of vegemite.
It's not too bad.
More a promite/marmite person though.

[Ian Robinson]

Nothing wrong with Vegemite as it is , its wonderful stuff , tastes great on sandwiches , spread thick on hot toast (a real treat !!) , and is pretty dammed good as a dip and on Arnott's Soa , Milk Arrowroot , Vita-Weat or Salada biscuit sandwiches.
Yum Yum .... just thinking about them is making my mouth water ....

There's always at least one big bottle of Vegemite in our pantry, usually one opened , one ready to open. My wife knows I love the stuff.

Kraft .... If it aint broke don't fool with it.

I suppose it'll eventually be called Vegemite Classic.

[Darth Wader]

The original or nothing for me.

iSnack 2.0 has to be the worst possible name they could have given it!:screwy:

[gman]

We tried it at home and the name "Cheesy Mite" comes straight to mind.
It isn't half bad on crackers.

I know they had a competition to name it but whoever called it
isnack 2.0 wins the tool of the year award.

The name smacks of US marketing suggesting that this is the new, upgraded and improved model.

[pgc hunter]

I'm not keen on the iSnack 2.0 name at all. Whoever named it must've been drunk and perhaps high at the same time and was trying to be funny with their temporarily distorted sense of reality.

[bobson]

Personally I'll wait for iSnack 3.0, I heard rumors it'll support blue tooth :)

[iceman]

lol

I like the product, don't like the name.

[sheeny]

I've tried it. Its OK, but still prefer Vegemite 1.0.:P Shame about the name...

Al.

[multiweb]

Frog marched? You mean Fromage? Now that's good stuff. I love fromage! :thumbsup:

[Barrykgerdes]

I thought you wanted to be an Australian. I am afraid you can never be a dinky die Aussi unless you like vegemite

Barry;)

[matt]

Well...the latest is that Kraft won't confirm whether they'll keep the name.

Apparently, there's been a stronger negative reaction than they'd expected:rolleyes::lol:

Might be a few Kraft marketing execs looking for work shortly....

[multiweb]

Yep, been naturalised for years now, did the pledge and all but still not ready to sabotage my sense of taste and smell. You guys keep eating that stuff - no worries :lol:

PS: How does it make it through customs any way? :confuse3: Any red lights/bells going off? :rofl:

[mithrandir]

There have been no customs posts on state borders since Federation.

That nancy state USA want Vegemite banned. They claim too much salt. They haven't banned KCF, McDonalds, etc for their salt and fat content, no doubt because they provide local jobs whereas Vegemite has to be imported.

Did you see the Toyota advert - putting border security between the city and country? Good thing I switched from a Pajero to a Landcruiser. :lol:

[kustard]

The trick with Vegemite is knowing how much to use. When I first met my wife she hated vegemite and the reason was because she'd spread it on thick like peanut butter. I showed her the correct way to have vegemite toast and now she loves it.

As for the iSnack name, I think it's a bit poor. I bought myself a new car, an i30 and whilst the car is great I kinda wish they'd thought of a different name. I'm not an Apple basher either, I think all the iProducts from Apple are quality products (though over priced imho), the number of non-Apple iProduct names is a bit much.

[multiweb]

ahh... I wasn't aware of that. So you reckon in moderation and toasted hey? Will give it another go then. :thumbsup: but I'll keep the beer handy, just in case :)

[Darth Wader]

Marc if you want to ease yourself into it try "Redbacks" - toast with Vegemite and sliced Tomato on top. Awesome:thumbsup:

[Barrykgerdes]

I've got some for the caravan up at Wiruna (and a toaster). Drop in for vegemite on toast next trip.

Barry:thumbsup::thumbsup:
PS I will also have some beer in the fridge in case of problems:thumbsup:

[jjjnettie]

A teaspoon of Vegemite stirred into the pan juices before you make the gravy. Yumbos!

[JimmyH155]

What does the "i" stand for? I thought it was something to do with ipods:screwy: Thats a totally stupid name. If they called it that to suck in the Gen Y's they've got it all wrong. My 19 year old wont go near the stuff:) Me? I love it on home made bread with lashings of real butter. YUM YUM - but I'm a traditionalist - not gen Y:D

[Davros]

Alas I love Vegemite but due to coeliac disease can no longer take part. :sadeyes::sadeyes::sadeyes: I have to suffice with mighty mite on pretend biscuits.

[AdrianF]

Hmmmmm fresh hot bread butter and vegemite..... What could be better?
Vegemite and damper is nice too

Adrian

[Ric]

Vegemite in gravy is fine but that's where it ends for me.

Just a thought, wouldn't it be cheaper to mix your own Vegemite with some nice Philly cream cheese rather than pander to some marketing ploy.

Cheers

[matt]

It's all over :rofl::rofl::rofl::rofl::rofl:

http://www.brisbanetimes.com.au/business/kraft-cans-isnack-20-20090930-gc9u.html

Classic!!!!

You can't help thinking the damage is done.

[Esseth]

hahaha, Long live public outcries of hate and loathing.

[kustard]

Quick, grab a jar of the stuff before it all sells and keep it as a collectable ;)

[snowyskiesau]

It's all a marketing ploy. Apparently the name iSnack2.0 was registered long before the alleged competition to find a name,
How to clear the shelves of a product no one really likes? Tell 'em it's now a collectors piece.

One of the attractions of vegemite is that it keeps forever and you don't need to keep it in the fridge. I can't think of any other attractions right now...

[Barrykgerdes]

No matter what anyone says about Vegemite it is all the best publicity stunt We have seen this year. In business there is no such thing as bad Publicity. The discussion it has caused must be worth billions in publicity. I think iceinspace should be given a donation from Kraft for stirring the pot.

Baz:thumbsup:

[Octane]

I will post the trade mark registration details tomorrow.

Regards,
Humayun

[matt]

Well...sadly...there is such a thing as bad publicity.

You'll find most marketing and PR experts work feverishly to increase their 'positive mentions' and generate favourable feeling from the general public toward a product.

The idea that there's no such thing as bad publicity is an old-fashioned notion.

Bad publicity does immeasurable damage to a brand.

Bad publicity really only works for a product which thrives on controvery. Think: Kyle Sandilands.

In this case...people will wonder why they should bother purchasing a product that idiots have named so recklessly that they're forced to redo the whole process.:)

[starlooker]

I LOVE "iSnack 2.0"

R.I.P :(

[Barrykgerdes]

That is just the point. Was it bad publicity? The vegemite name was touted and people reminded it was still around. I would expect sales to climb. There will be lots of people will buy the other stuff if they know it is going so it won't go to waste and if they like it they will buy it under any name. I for one had never noticed it on the shelves till today and I am in the super market every day!

As for poor old Kyle his real audience would have loved the stunt so they will be loyal. Because he is controversial his detractors listen to every word he says waiting for him to make a mistake and then they can't hit the complaints button quick enough. As for bad publicity here it must have sold millions of extra papers. By the way I can't stand him either.

Baz:thumbsup:

[Glenhuon]

Remember reading of an Australian cyclist who took a jar with him to the USA. Customs asked him what it was for, he said to eat of course. The reply was "Looks more suitable for your wheel bearings " :)
I like it though, took me years to acquire the taste, but yummy on toast. Who cares what its called, a Rose by any other name an all that.
The one thing I will never get used to is the Aussie thing about Tomato puree or sauce in/on every dish, raw is fine, otherwise should be a declared noxious weed :)

Bill

[MrB]

mmmmm
Toast that has been loaded with butter with a thin spread of Vegemite....DROOL!

Never tried the 'Name Me'* stuff... never will.
I try my hardest to not be swayed by market hype... never read a Dan Brown book or watched movie based on same. Never anything Harry Potter... Never owned, or even used, an iPod/iPhone/i-anything.... etc etc etc
Maybe I have a problem, but if something is pushed too hard I naturally resist.

*I just can't say iSn.... iSnnnn..... iSnnnnkk.... yeah I've been watching too much Red Dwarf ;)

[matt]

So, did you buy a few jars, Barry?

The good 'bad' publicity you talk about - and the buying out of quirk value, which is what you're referring to - won't help a product realise long-term sales success...

The negativity attached to it will most likely spill over into its next life cycle phase.

I hope not. I'm a Vegemite fan too:)

Time will tell.

[matt]

Update:

http://www.brisbanetimes.com.au/business/cheesy-name-for-cheesy-vegemite-20091007-gm0y.html

[DavidU]

:lol:
http://i35.tinypic.com/2a9rv44.jpg

[matt]

:lol:

[starlooker]

"Too Right Mite" would have been an acceptable alternative to iSnack2.0. :thumbsup: