This is breaking news in Australia – we’ve released a new ‘creamier’ version of our much loved Vegemite (a vegetable yeast spread similar to Marmite). No joke it was on the front page of the Sydney Morning Herald website.
Kraft Foods yesterday announced the winning name: Vegemite iSnack 2.0.
West Australian web designer Dean Robbins, 27, beat more than 48,000 entrants to come up with the winning name. Other entries suggested were Ruddymite, Wow Chow and 2ritemite.
“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.”
Simon Talbot from Kraft Foods said: “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.”
When I first saw it I was like “Oh no, this has got to be a joke” but nope, it’s the real deal. A half smart marketing ploy but I wonder how long this name will last?
Update 29th September:
There may be a legal battle on for the name ‘iSnack’ but not with who you may think.
Update 30th September:
Kraft is considering axeing the name of iSnack2.0. (Thanks to Cameron for the tip.)
What are your thoughts?