Your market is smarter than you think
If you’re British, you grew up on Marmite, so you get it. Vegemite is Australia’s equivalent. Your mum would put in on your toast in the morning or in butter sandwiches to take to school. It’s made of yeast and malt extract and loaded with vitamins. And if you’re new to it as an adult, it tastes wretched.
Although, for you foodies, vegemite has umami properties, like sundried tomatoes, Worcestershire and Asian fish sauce, but that’s a post for another day.
Today’s is all about how to make a dog’s breakfast out of brand loyalty, starring Vegemite, as Australian as kangaroo, and Kraft, who decided to add cream cheese to it, which was fine, if only they’d stopped there.
Kraft held a naming contest for the new product and out of 48,000 entries, the company chose iSnack 2.0, with its eye on a younger market segment, and what a sorry decision that was.
Cathy Wilcox, Sydney Morning Herald
“The entire internet has gone into snark meltdown,” says Ruth Brown on Crikey.com.au. In the Sydney Morning Herald, Helen Razer writes, “Aligning a breakfast spread with a portable media device makes as much sense as employing a bikini model to sell cabbages.”
By the end of the day, influenced by senior marketing executives from other companies. iSnack 2.0 was pulled, but not before a lot of fun was had by all.
The day’s best might be called, “What would Hitler do?”
[Thanks @wheelyweb]
