iShocker 2.0

One of the biggest comps in the country came to a conclusion as you may know, with the decision on the name of the new product extension for Vegemite.

Having been a student of marketing I have watched name and product changes come and go, including such flops as Harley Davidson Perfume, Heinz cleaning vinegar, and Playboy Cola.

Closer to home I've also had former employers hit opposite ends of the spectrum with the disastrous New Coke in the early 80's, and amazing change of name from Alora pasta sauce to Dolmio.

Knowing what I know, would I have ever judged iSnack 2.0 as the eventual winner. Do I see this brand name being around in 20 years, let alone 20 days? No, you guessed it.

Who knows, maybe the team at Kraft need to understand that this competition was the equivalent of a Words-Or-Less, not randomly drawn!

Talk soon,

Craig 28/9/09

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