iSnack 2.0, what was Kraft thinking?

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Kraft Foods Australia/New Zealand recently revealed the name of the new Vegemite: Vegemite iSnack2.0.

Launched in July 2009 as Vegemite 'Name Me', Vegemite iSnack2.0 is the result of a three-month nation wide search that attracted over 48,000 name suggestions for the new product.

With that many choices, one has to wonder why they went with a name that sounds like a piece of hardware for an Apple Mac computer...

It was in fact 27-year-old Dean Robbins, a web designer from Western Australia, who was the first person to suggest the name.

When asked about where his idea for the name came from, Robbins said: "It was a bit tongue in cheek really, the 'i' phenomenon and Web 2.0 have beenr ecent evolutions, and I though the new vegemite name could be the same!"

I guess you have to give Kraft points for at least engaging its product's consumers.

TVC launch credits:

VEGEMITE
Sometimes change isn't good. Sometimes it is.

Title: Vegemite History
Client: Kraft
Product: Vegemite Spread
Agency/Record Company + City: JWT Australia Pty Ltd, Melbourne
Executive Creative Director: Richard Muntz
Deputy Creative Director: Keith Nicolas
Senior Writer: Scott Glennon
Director in Charge: Anuj Mehra
Head of TV: Justine Kubale
Production Company & City: THE SWEET SHOP
Director: Paul Goldman
Producer: Tony Whyman
DOP: Ian McCarroll
Art Director: Kim Jarrett
Editor & Company: Jack at The Butchery, Melbourne
Post Production & City: Digital Pictures, Melbourne
Music and Music Publisher (Composer or Original soundtrack): Hans Zimmer

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