iSnack 2.0 (Vegemite's Baby Sister) - now CheesyBite
What is the iSnack 2.0?
Inspiration Behind The Name "iSnack 2.0"
Kraft had a "Name Me" competition in which approximately 35,000 people sent in just over 16,000 unique name suggestions for this new Vegemite product. (How come I didn't hear about this? I must have been in a different world at the time)
The person that won was a fellow Western Australian by the name of Dean Robbins. He is a 27-year old graphics/web designer who lives not too far from me actually. He chose iSnack 2.0 because it represented his love for technology and the love for his favorite snack, Vegemite. Dean's favorite way of eating Vegemite was with melted cheese, which also suited the new product.
The Public Reaction
As soon as the name was announced, the Australian public went mad. Some of the headlines that have surfaced in the media include:
"Aussies iRate at iSnack"
"People iHate the iSnack"
"Sensible Name the Yeast They Could Do"
"Names a mite 2 cheesy"
There have also been some parodies where other Aussie brands get the iSnack 2.0 treatment.
Tall Poppy Syndrome anyone?
Some comments on twitter were more forgiving:
"What is it about Australians that they should obsess over iSnack 2.0? Are we so 'lucky' we only object to the inane?" (@grinderz)
"re iSnack 2.0 - do you recall Futurama ep where they issue "new" Slurm as a gimmick so they could make original Slurm look good?" (@louiseontwitr)
"How long until you will be able to buy the iSnack 2.0 from the iTunes store?? ROFL" (@market_maverick)
Overall, it seems, what the internet thinks about iSnack 2.0 is 77.8% negative, 22.2% positive. Not a good sign if you're a Kraft executive.
Some have even taken to YouTube to express their lack of approval in creative ways:
Other Names That Didn't Make It
I've flipped through about 2,000 out of the 16,000 name suggestions for the new Vegemite and cheese product. These are some of the more notable ones I read. (These are legit submissions, see the rest here.) I think when some people came up with them, they must have had a little too much rose in their cheeks!
So when you really stop to consider it, iSnack 2.0 is a pretty cool name and will ring well with the younger generation, who will probably end up consuming it virtually as well as in the real world!
Serves U Rite
creamy but same
Vegemite No. 2
The Smooth Dude
So... What Now?
I don't think Kraft were expecting such a strong public response. I think that part took them by surprise. But I also think the public are too quick to knock a potentially great product. The name chosen was the arguably the best of the entries (given the sample of alternatives above) and the inspiration behind it was great.
Kraft are NOT tampering with a classic - Vegemite is Vegemite and it is still available. iSnack 2.0 is a completely new product that just happens to have Vegemite as one of its ingredients. Everybody knows that Vegemite goes well with cheese, so it is a winning combination. Plus it is differentiated from the original and rolls of kid's tongues mid-whinge: "Muuum, I want an iSnack 2.0"
I think Kraft should stick to their guns and not give in to public pressure. In fact, they should be laughing all the way to the bank - they are getting a load of free publicity out of this just by having so many people talk about it.
Keep up the good work Kraft, I say. Well done.