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Unhappy little Vegemites over iSnack2.0

Posted by Mike on September 30, 2009 at 4:01 AM

I admit I was a little surprised at the name settled upon for Kraft's newly re-jigged Vegemite offering, but what I find really interesting is the unadulterated outrage spewing forth from consumers around the country.

Marketers bandy the term "iconic brand" around a lot, but if there ever was a product that fits that definition it must be Vegemite. On the one hand I can see how messing with such a brand could ruffle a few feathers, but the angry comments posted in response to this story go beyond brand loyalty and belie a scary hatred of marketers in general.

I know marketers can have a bit of a reputation for the light and fluffy sometimes, but do people really hold us in such low esteem? And what can be done to address the problem?

Source article: iSnack2.0 fury prompts naming rethink, The Age, Sept 30 2009.

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6 Comments

Reply Bryan

10:19 PM on September 30, 2009

An important point to make is that, intentional or not, Kraft has managed to generate a lot of attention and passion for its new product (which may not have existed otherwise). The fact that they 'gave it a go' is credit that they are willing to change with the times.
Whatever name Kraft chooses for iSnack 2.0 going forward, it has already left an imprint on many consumer's psyche for consideration in future purchases. Marketer's intention... hard to say... but time will tell if this has paid off

Reply Nadira Hashim

02:21 AM on October 01, 2009

Like Mike, I find the vitriol directed at marketers as a result of the iSnack 2.0 debacle rather concerning. Sure, certain professions have always been more villified than others. Like lawyers and bankers, marketers are often on the receiving end of the verbal equivalent of a pointy stick. However, I was suprised by some of the strong negative remarks towards marketers in the comments section.

Possibly this is due to the perception that marketing doesn't actually add value to a product and, to a wider extent, people's lives? The general view of marketing is so often very narrow - instead of realising that marketing encompasses a wide variety of roles and functions, from idea conception to distribution, some people see marketing as limited to manipulation of consumers.

Changing entrenched mindsets is never easy. But I think greater recognition of the value marketing adds to any business (in cold hard numbers) would be a good start. I, for one, am really looking forward to learning more about marketing metrics!

Reply Mike

12:46 AM on October 02, 2009

You should do Don O'Sullivan's Marketing Comms subject. Aside from being a great subject he talks a lot about metrics and the need for marketers to be able to justify themselves in terms of effect on profitability.

Reply Nadira Hashim

05:37 AM on October 07, 2009

Australia has voted! Vegemite Cheesybite it is... Hopefully for Kraft this is the end of the furore.

Not all commentators believe in the old adage that all publicity is good publicity - see http://www.abc.net.au/news/stories/2009/10/07/2707532.htm, which argues that Kraft's brand equity has been damaged by the saga.

In my view, this episode demonstrates how important it is for brands, particularly iconic ones, to ensure they remain in touch with consumers. While staying relevant in an ever-changing market is crucial, brands should always stay true to their own heritage and identity. It is never good strategy to alienate your loyal customers!