Over in places like Australia, there are crazy food items that we Americans never encounter. Take, for example, Vegemite. When I first heard about it, I figured it was some kind of vegetable supplement or Australia’s answer to Pokemon. It’s actually a type of spread made from “used brewers’ yeast extract” that has a flavor described as “salty, slightly bitter, and malty — similar to beef bouillon.” Basically, it’s Satan’s answer to Nutella, but the marketing slogan “like a tongue-fuck from the anti-Christ” never really took off.
People over in Australia and New Zealand love the stuff. My theory is that a child’s taste-buds need to be regularly coated in Vegemite to develop the hate receptors required to find it delicious. But, then again, I think we’re all guilty of sticking our fingers in the jar of brewers’ yeast extract on top of the fridge before dinner.
Kraft just came out with the followup to Vegemite, a new spread that combines the winning taste of Vegemite with some cheese flavor-notes. Instead of naming this new concoction themselves, Kraft held a contest. Dean Robbins of Australia won the contest with the name iSnack2.0, proving my theory that my submission “Yeast Infection” must have gotten lost in the mail.
Everyone seems to hate this new name, but I’m a big fan.
More Like “iAWESOME2.0″
iSnack2.0 is a great name for the next generation of Vegemite, regardless of the fact that I thought it was some kind of iPhone app. After a bunch of Internet research, I totally knew what it was. Anyone with a computer and Internet connection should be set.
The ‘i” in the front of iSnack2.0 lets consumers know that it is awesome. Sure, Kraft could have gone with a clearer name like “SkateboardSnowboardHackySnack,” but that wouldn’t have tricked kids into thinking that iSnack2.0 can check email, manage contacts, play music, and curb hunger.
If the Vegemite hits the ground, they all have to plunge syringes full of adrenaline into their hearts.
If I was running Kraft, I would have squeezed some apple into the list of ingredients for iSnack. I doubt it would hurt the gentle tapestry of flavors. Then I’d blow it up on the jar so people see “iSnack2.0 contains: APPLE, used brewers’ yeast, devil hoofs..” and assume it’s an Apple product. Finally, I’d raise the price of iSnack so it’s more than every other spread on the market.
Clarity
The beauty in a name like iSnack2.0 is its clarity. Simon Talbot from Kraft Foods is quoted in this article.
The name Vegemite iSnack2.0 was chosen based on its personal call to action, relevance to snacking and clear identification of a new and different Vegemite to the original. We believe these three components completely encapsulate the new brand.
There is definitely no confusion about who should be snacking. And this “personal call to action” gives consumers a cause they can get behind. The US government should take a page out of Kraft’s book and rename the health care debate “iHealth.” Could the negative opinion about the Iraq war just exist because the wrong letter in “iraq” is capitalized?
Mr. Talbot also makes a good point about the “relevance to snacking.” Look for the future Kraft products “iEatForLunch, iEatForDinner, and iBinge.
The only thing I don’t agree with is the 2.0 at the end of the name. If they wanted to clearly separate this new Vegemite from the original, couldn’t they have just named it “Vegemite Edible.”
Conclusion
Kraft should sell a lot of this new Vegemite. The product’s name has everything that appeals to consumers: awesomeness and clarity. It’s not important if they don’t immediately know what they’re putting in their mouthes — this never hurt the original Vegemite.
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