What were Kraft thinking? iSnack 2.0 just doesn't roll off the tongue like Cheesymite or Vegelite now does it?
I guess the chances of getting a great name when you run a competition like this is greatly reduced when the Marketing department chooses the winner. I wonder how many people signed off on it?
I am not sure why Kraft didn't set up a poll to vote for a name. Surely something better than iSnack 2.0 would have won. Plus it engages their loyal consumers to be part of the decision making process. Well lets see how long this lasts.
From a PR point of view, it's certainly got people talking! What's that old saying? All publicity is good publicity. Hmmm....I'm not so sure.
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iSnack? Wait, what? iPod application or food stuffs? Horrible marketing that should have never made it past the conceptual status. Bets on how many peeps were fired? What dolts. *laughing* Poor graphic designer who had to tolerate THAT package design.
ReplyDeleteWonder if it was an apple.
I think quite a few heads at Kraft will be rolling after this whole PR debacle!! They have now renamed it Vegemite Cheesybite after putting it to vote with consumers, exactly what they should have done in the first place! LOL! It's been a PR nightmare for Kraft, but a hoot to watch from the sidelines!
ReplyDeletehttp://mumbrella.com.au/vegemite-2-0-now-its-cheesybite-10153