![]() ![]() Polling more than 30,000 people, Kraft announced the product’s newest name on October 7th: ‘Vegemite Cheesybite,’ which captured 36% of the votes (although many chose ‘ none of the above’ and were not included in the vote). Nameless once again, Kraft scrambled to short-list another six names and let the public decide. 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. Our Kraft Foods storeroom currently has thousands of jars of the iSnack 2.0 named Vegemite. The controversial name was discontinued only four days after its launch. Particularly the modern technical aspects associated with it,” Kraft said in a statement on September 30th. “The new name has simply not resonated with Australians. ![]() Within days, criticism was heard all over Australia, especially among the product’s tech-savvy target market who took to YouTube and Twitter (making #Vegefail a trending topic). Left: Original Vegemite spread (Photo: StephenMitchell, Flickr) Right: Packaging for iSnack 2.0 and the “Name Me” contest (Photo: avlxyz, Flickr) Cheesybite, Vegefail It was all a bit tongue-in-cheek really, the ‘i’ phenomenon and Web 2.0 have been recent revolutions, and I thought the new Vegemite name could do the same. The name was coined by Dean Robbins, a 27-year-old web designer: Replacing the temporary packaging, the new labels were printed with the tagline: “iSnack 2.0, because it's the next generation Vegemite.” Over 48,000 entries came in across the country during the three-month contest, (somehow) resulting in the name ‘iSnack 2.0.’Īnnounced September 26th during the 2009 Australian Football League Grand Final, the name was chosen by a panel of marketing and communication experts in an effort to market the longtime staple to the younger ‘iPod’ generation. Kraft Foods launched an Australia-wide contest in June 2009, putting the product on grocery shelves with special “Name Me” packaging. “Now all it needs is a name,” Kraft launched the new product with a TV commercial by JWT Australia. Over 85 years later, Kraft Foods followed Callister’s plan to name a new milder variation-a Vegemite and cream cheese blend-with much less fanfare. Similar to the British Marmite, the sticky brown paste has become a staple in the country, selling more than 22 million jars per year. The year was 1923 when chemist Cyril Callister took out a newspaper ad announcing his new food invention, a salty yeast extract spread made from the by-products of beer manufacturing, and a £50 award for the best name. ![]() Last week another name was announced, can Kraft make it right this time? When Kraft launched a spin-off of their uniquely Australian Vegemite spread, they turned to consumers for a name… and it was dropped four days later. ![]()
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