The Vegemite iSnack 2.0 Show
Tuesday, September 29th, 2009
Finally announced after a large campaign by Kraft, the new deal Vegemite mixed with cream cheese combination is now branded as Vegemite iSnack 2.0. Unsurprisingly named by a 27 year old web designer in Western Australia.
My immediate reaction to iSnack Web 2.0 was simply that it tries to tap into cool through the back door of iPods, iPhones and the already out of date 2.0 meme. The i-brigade seem to be planting this little suspicious letter on everything they can get their hands on, but the i-phenomenon is watering down the i just like the 2.0 meme got watered down to just mean anything shiny with rounded corners and a bit of user generated content. So my concern with iSnack 2.0 as a brand is that its trendy like hoola-hoops were trendy – sometime when. It’ll date accordingly – is there a Plan B? Or do we really believe iPhones and iPods are the pinnacle of cool gadgets for all time to come?
However, that being said, there are also some up sides to the almost cliche iPhone 2.0 naming by a web designer. The search on Google for iSnack 2.0 returned over 20,000 responses only days after the launch, with Vegemite iSnack 2.0 over 15,000. That’s some serious discussion that’s worth money in the bank. The new name got wide initial exposure, loud negative responses from a vocal segment – including the Twitterati of 2.0, however some conversation seems to be quite balanced… the sun didn’t set on Kraft nor the sky fall on Kraft’s new love-child.
