The Vegemite iSnack 2.0 Show
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to iSnack Web 2.0 was simply that it tries to tap into cool through the back door of iPods, iPhones and the already out of date 2.0 meme.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.
One interesting take on brands that last – Michael Jackson was a great example – is the existence of a passionate group in favour and another equally passionate group in opposition to the brand. That, ladies and gentlemen, perpetuates conversation. That translates to ongoing sales, prevents fading into obscurity… so the mere passion of the conversation suggests someone at Kraft is saying “Give me the money!”.
And Kraft can change this brand name in the future… if it really has to. But does it matter? As a consumer it doesn’t appeal to me so I can’t comment – if people eat it then iSnack 2.0 is a success. And sometimes a bad name is the best name in the world. Its also quite interesting that 2.0 is being used in the buzzword context of cutting edge, whereas at least for a year I’ve considered 2.0 to mean yesterday’s IT wannabe pump word of the year (last year). And, I’m just curious, where’s the user generated content? Mmm… watch that space… filed under P for profit. I doubt Kraft will lose out of this in the long run.
In fact, they’ve already won. We’re talking about them right now… and Dean Robbins is probably getting a little work out of the exposure, too. That’s if he doesn’t disappear behind a gazillion page results in Google.
September 30th, 2009 at 5:52 am
there’s a good article about kraft’s new product (and all the hype) over at the naming & branding blog ‘on the button.’ worth a read for those interested: http://onthebutton.wordpress.com/2009/09/29/vegemite-isnack2-0/
September 30th, 2009 at 8:25 am
Thanks Rose, the balanced perspective over on the button is refreshing… I’m getting the impression that the massive negative backlash is more an internet meme than a serious boycott of the product.
I would almost bet my left shoe that iSnack 2.0 sales have increased rather than decreased. If that is the case, regardless of my initial cringe, I’d say it was a great investment on Kraft’s part. Its kind of funny that web designers and twitterers are being the best web 2.0 advertising example for promoting the product despite their willingness to admit it.
I may even run out and buy one of those iSnack 2.0′s just to try myself now thanks to the backlash meme.
Clay Shirky’s Here Comes Everybody come’s to mind.