iSnack 2.0
It’s a JOKE people! Kraft are pulling your leg. Plan is as follows:
1. Release new product with no name.
2. Get publicity for people naming it. Watch sales grow.
3. Pick worst name ever.
4. Get publicity for worst name ever. Watch sales grow as people are ridiculously divided and many column inches devoted to stupid journalists who missed the point.
5. Apologise to public for stupid name, and give it a less stupid name.
6. Watch sales grow as everyone *hugs* Kraft for being sensible and buys now limited edition iSnack.
7. Count extra coins in boardroom.
Epic FAIL, by everyone missing the joke
hahaha perfect. I couldn’t have said it better myself.
I hope you’re right … really I do … but I wonder if you give the marketing team at Kraft too much credit.
It’s a convenient post-rationalization, but so much points to this being a total stuff up on Kraft’s part. Maybe we will never know what really happened, but right now I’m quite happy to walk away from a brand I have been loyal to for as long as I can remember. Version 1.0 definitely included.
In simple terms, on Monday morning upon waking up and checking my first e-mails, I was utterly ashamed to go into work and call myself an Australian. I was also utterly ashamed to be an Australian professional who makes a living from the practice of brand/product marketing. I could never allow myself to act as a custodian in such a condescending way towards my brands’ customers as they did, and I don’t feel it’s right for me to pat them on the back for such a *clever* job well done. The new brand itself is neither clever, nor cool, nor in need of an association that embrace its “technical aspects” as Kraft have tried to suggest in defense.
Please go ahead and predict that we will all be very willing to forgive Kraft/Vegemite and return for the chance to now collect the (limited edition) bottles, to later re-engage as if nothing had ever happened, but right now I would feel much happier to see the many thousands of “iSnack 2.0″ printed jars sit on retailer shelves for as long as possible, for the retailers themselves to make the call and kick them off the shelves.
It’s great that there’s so much conversation right now. Not just to be able to show Kraft how strongly many do feel as part-owners in the Vegemite brand, but that markets are full of real conversations whether the online tools exist or not. It’s also fine if we all want to ride this out and build a case study for why Kraft are so clever, but that’s actually now for us to decide. Marketers have a poor enough reputation as it is, so are we going to applaud the lazy members of the Kraft boardroom and marketing team this time or help determine another fate?
“applaud the lazy members of the Kraft boardroom”
Depends. Some would argue this is a classic Aussie past-time – acting the larrikin. It’s not intended to be cool, clever, associate with anything. I think you’re over-thinking it. It is simply a joke. A prank. Kraft have run up to the media and done exactly what Claire Werbeloff did so well – pulled their pants down. And most people fell for it.
your right, damon is loopy.