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September 28, 2009

Is iSnack 2.0 Food Naming and Branding Crowdsourcing Gone Amuck?

The rage Australians feel today has reached us here in Minneapolis and cannot be ignored. Seems that Kraft's iconic Vegemite brand name down under has been, er, upgraded into a new format of the product and named, wait for it, iSnack 2.0.

This is not a joke. This is happening.

kraft-isnack-2.0.pngThere is really no American equivalent to Vegemite, a pre-war spread made from "yeast products" ...um... suffice to say that this is really an Australian thing.

Nonetheless, it is an iconic brand name and this update, which is decades in the making, has prompted one blogger to dub it iSuck 2.0. In fact, it's such a silly name that some feel this must be a hoax designed to create instant buzz around a staid product.

Facebook groups have sprung up like "Boycott iSnack 2.0!!!" and Twitter has a #vegefail topic already that has risen right up through the ranks.

Over 48,000 consumers competed to dub the new Vegemite. They came up with names like Wow Chow and 2ritemite and Ruddymite but the winner was a 27 year old father of two who tells us "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."

This is crowdsourcing gone amuck. What do you think?

Already some are saying that Kraft has "lost the plot."

Today the Brisbane Times asks "Is Vegemite's iSnack Toast?" not least because a toaster maker has already trademarked the name and worries are that Apple may challenge the iSnack trademark much like McDonald's challenges almost anything starting with Mc.

Most Australians, however, already think this is a sick joke, some of the comments coming out of the blogosphere are priceless, including "i just cant seen to picture asking my wife next time shes at the shops to pick up a jar of iSnack 2.0"

Guess not.

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Posted by William Lozito at September 28, 2009 9:52 AM
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» Kraft Product Naming Swap: iSnack 2.0 Out, Cheesybite In from Name Wire: The Product Naming Blog
It doesn't really surprise me that the iSnack 2.0 product name for the new cheesy Vegemite product was pulled, leading some pundits to say that even if the (admittedly terrible) iSnack 2.0 name was a marketing gimmick, it might have done harm to the br... [Read More]

Tracked on October 7, 2009 10:50 AM

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