Isnake 2.04/28/2023 ![]() This is a mistake that many pundits, marketers, and business people make when talking about brands – most of these iConic brands have a history and it is rare for a name to be taken to the hearts of a loving public when it first released. ![]() It was first released after a competition to name it back in 1922, then had an attempted name change (to Parwill) in 1928, but didn’t really take off until the late 1930s, once the product started to be endorsed by Doctor’s Associations, health bodies, and even the British Medical Journal, as a good way for young children to get a dose of vitamins B1, B2 and niacin. The thing that a lot of people are also missing is that Vegemite wasn’t always an Aussie iCon. The reality is that iSnack 2.0 is being talked about all over the country, and this will have a significant effect on the brand’s salience when people head off to the shops in the next couple of days. Brand salience is a technical term that basically means how easy something is to recall from our memory – if it is easily recalled, our willingness to purchase the product is increased in a buying situation. It’s a well-known fact amongst marketers and branders, that when it comes to fast-moving consumable goods (FMCGs), brand salience is one of the most powerful motivators for purchase. Now, I’m the first person to say that any company that puts “i” in front of their brand, or product, and suddenly thinks that the “young people” will buy it is a bit of a nong, but Kraft may be on to something that has been missed by all the complainers. Some of the commentary has been considered and thoughtful, while some of it is has generated yet another opportunity for nutbags to vent (this is the iNternet, after all). Lots of people in the blogosphere and elsewhere have come out and said that the name is ridiculous and won’t last. ![]() I’m not sure whether Robbins was taking the piss and just happened to convince the marketers down at Kraft that his idea was authentic, but it has certainly got everyone talking. Personally, I find the name a bit ridiculous, and already quite dated. The name was the inspiration of web-designer (surprise, surprise), Dean Robbins, and even my initial response was to recoil in horror, and turn away from the television (or maybe that was later, when the Saints lost). Similar to when they first released Vegemite, Kraft had a nation wide competition to find a name for their new product, and announced the name during the quarter time break of the AFL Grand Final. Non-Australians already find the black stuff weird, but in Australia, there has been a bit of a stink around the name that they have given to the new product, iSnack 2.0. Kraft Foods has released a new product that contains a combination of the beer slops that Australians lovingly call Vegemite, and cream cheese.
0 Comments
Leave a Reply.AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |