It takes a lot to get Australians riled up, as they’re all descendants of violent criminals (just ask Giz’s Danny Allen, whose grandparents murdered a Prime Minister). But a new version of Vegemite called iSnack 2.0? Get the pitchforks!
The name came from a failed case of crowdsourcing on Kraft’s part.
Now, obviously this is a name that has nothing to do with the product and looks like a mere exploitation of cliches in digital product nomenclature.The lesson is equally obvious. Even when they’re being asked for input or sourced for ideas, consumers want brands to be able execute some level of judgment, filtering out awful ideas at minimum.
Rowan Dean, creative director of advertising agency Euro RSCG, summed it up to The Australian. “The idea of getting the public to create the new name of the product the way they did with the original Vegemite is fantastic. But iSnack 2.0 is totally irrelevant to the iPod, Web 2.0 generation, and if they don’t change the brand name it will disappear from the shelves in six months.” The original Vegemite name was chosen through a public competition in the 1920s.
In Kraft’s defence, iSnack 1.0 would have been a really stupid name. 2.0 is a bigger number, however, and is therefore better. [Ad Age via The Awl]
simulacrum
Wednesday, September 30, 2009 at 11:41 AMMakes me ashamed to be Aussie.. *shakes shackles in anger*
MDolley
Wednesday, September 30, 2009 at 12:03 PMThey only added the 2.0 so that they can introduce incremental updates. I hear 2.1 is about a month away and improves support for older hardware.
Shane Kerr
Thursday, October 1, 2009 at 8:28 AMSupport for older hardware? Like mouldy bread? :)
daveg
Wednesday, September 30, 2009 at 12:23 PMso freakin terrible. Might as well have called it “So you think you can Snack” or “Inglourious Snacksterds” as an equally fleeting weak reference to the here and now. Maybe they’ll be a firmware update in 6months to a better name.
Elly Hart
Wednesday, September 30, 2009 at 12:24 PMApparently, the guy who came up with the name has gone to Bali to escape all the hysteria…
I suggest he never come back!
Bee
Wednesday, September 30, 2009 at 1:43 PMA contract has been put out on his life. via iWhack.
Brett Ironmonger
Wednesday, September 30, 2009 at 2:05 PMThey should have called it vaginamite.
Elly Hart
Wednesday, September 30, 2009 at 2:23 PMWhy would you call it that?
Cunningham's Future
Wednesday, September 30, 2009 at 2:31 PMSimilar taste?
Brett Ironmonger
Thursday, October 1, 2009 at 9:52 AMIt’s the perfect companion to penisbutter.
(on toast..) Thats what they were called in my little country town when we were kids..
Viddy
Wednesday, September 30, 2009 at 2:20 PMEuro RSCG were rebranded 12 months ago or more and are now known as ‘The Face’… I know, as I book ads on their behalf.
Also – iShat 2.blow is a criminally aweful name… not that I like the stuff in the 1st place, but just about ANYTHING else would have been better! I could even accept iMite at a push – and what’s with the 2.0? Being a brand new product shouldn’t it be 1.0??
Henry Jones
Wednesday, September 30, 2009 at 2:40 PMIt’s a real pity. I actually liked the product, but I can’t buy it with a name like that. It just sounds silly.
Charles
Wednesday, September 30, 2009 at 9:54 PMI think it is actually brilliant marketing.
Name it something stupid and every last newspaper and blog will talk about it. Everyone hears about the new product.
You then rename it to something awesome and all the papers and blogs once again give you free publicity.
Joe consumer is happy, Kraft gets millions in free advertising and in the end the product has a decent name.
Well played Kraft, well played.