Reports from SMH and other news outlets are advising that Kraft has responded to consumer “outrage” at the name of Kraft’s new product, iSnack 2.0 (is this Kraft’s Vista?), and decided to re-visit the competition to name the new product. This time, it will be a popularity vote – in the style of Australian Idol – another opportunity perhaps to raise the profile of the new product. Of course, iSnack 2.0 was a dumb name, but the amount of column inches (online, on TV and on-paper) devoted to this issue has been extraordinary.
Kraft Foods has released a new product that contains a combination of the black beer slops that Australians lovingly call Vegemite, and cream cheese. 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.
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.