Comments on: Is iSnack 2.0 a marketing success?

By: Tony Richardson

Tony Richardson — Tue, 06 Oct 2009 09:34:14 +0000

There have always been marketing stuff ups.

What fascinates me is that most Australians think the iSnack incident was planned. A crowd called BCM found that out of 1250 survey respondents, 77% believed this to be a “carefully crafted media stunt”.

http://www.bandt.com.au/dirplus/images/bttoday/newsletter/06_10_2009.pdf

This despite repeated denials from Kraft. More than three quarters of this sample think the marketers of Australia’s favourite spread are bare faced liars!

That’s a much bigger worry than a name bungle.

By: Heathdon McGregor

Heathdon McGregor — Tue, 06 Oct 2009 04:43:33 +0000

Archibald

If they bought advertising during the telecast then yes. I would put that the superbowl ads are a major draw so the comparison isn’t really valid. I meant that they tried to bury it so they could relaunch with a new name with created anticipation. Kraft have a new vegemite product=yawn but Kraft relaunch ISnack as xxxxx=whats the new name?

By: archibald

archibald — Tue, 06 Oct 2009 03:28:12 +0000

@Heather McG
The timing brings to mind the launch of the Mac with an advert during the 1984 Superbowl telecast - the comparable event to the GF in US football. Taking that along with the incongruous choice made for the product name, it seems that someone might be attempting to emulate the marketing approach of Apple’s Steve Jobs - if that someone were not merely taking the piss.

By: Chris Johnson

Chris Johnson — Tue, 06 Oct 2009 00:48:29 +0000

It’s how you measure marketing success I suppose. If millions of jars of the stuff walk out supermarket doors, then I’d say so. Otherwise if storage sheds are chokkas with the muck then epic fail?

By: Heathdon McGregor

Heathdon McGregor — Mon, 05 Oct 2009 22:51:33 +0000

Who launches on Grand Final day? Isn’t this where politicians traditionally bury their bad news.

By: afoxrussell

afoxrussell — Mon, 05 Oct 2009 22:40:32 +0000

Is it a marketing success? Well, we’re still talking about it, aren’t we?

By: Mike Jones

Mike Jones — Mon, 05 Oct 2009 03:34:25 +0000

Over 100 posts on the ABC’s Unleashed blog on this topic. Probably means that a few thousand ultraconservative ABC readers have also been re-awakened to the Vegemite spread thing.

So, like the other lemmings I saw it in the supermarket, and decided to see what this new wonder product was like. I’d say that that was a masterful marketing ccampaign, wouldn’t you ? Usually a jar of Venemite lasts about three years at our place, so buying a Vege-product when I didn’t actually have a shortage is a lifetime first for me….

A product as mundane and as commonplace in the Australian psyche as its near cousin Sorbent is suddenly propelled to the centre of Australian Media consciousness. When ? At AFL grand final time - so we can talk about it endlessly - when there’s nothing else happening.

Something as dull as fucking Vegemite is on the national agenda.

It looks like poop, and unlike the real thing, a small amount does not go a long way.

By: Bret Treasure

Bret Treasure — Mon, 05 Oct 2009 03:24:28 +0000

Vegemite - The Movie. “It’s like a line extension of Rolf Harris”. http://bit.ly/w6uyO