Vegemite names new brand 'iSnack 2.0' ..... !!!!

Iconic Australian food brand Vegemite is launching a spin-off product for the first time, and asked the public to come up with a name for the new spread.

This was the result. No kidding!

What were Kraft thinking? Here's one reaction worth watching ..

What were they thinking!

could have been worse.  They could have called it i-mite 2.0

Wow I can't believe its not a hoax! Huge PR value. And VERY bold using Adolf talking about an Oz national treasure. Kinda works tho.

have you tasted the stuff it's 'orrible!

That vid, seriously, was the funniest thing i have EVER seen,

what a naff name

I'd be really interested to hear the translation of the video as they have used it for many different ideas... my favourite is his reaction to Noel Gallagher leaving Oasis.. http://www.youtube.com/watch?v=Q6IyGAvbOs4

The michael jackson one is hilarious too

Our boss suggested Vegemightn't.  Given what's subsequently transpired with the abominable naming, I think he was on the right track!

Nice one lushthunder.  I'd vote for Vegemightn't.  iSnack 2.0 seems so try hard.  Like why apply something associated with technology with food.  Like it just says it must be super processed non food to me.

Love the hitler spot..bloody hilarious...product seems to be Krafts way of merging as many of their products and possible...they seem to be doing a similr thing on theor cheeses where aprently they have woken up to the fact that their synthetic orange looking Kraft cheese slices taste as close to real cheese as the packaging...as for the name...can't see it making sense in 10 years time...although presumeably we will have moved in from "i"-everything, just like we have moved on from calling new services and products"e"-everything 8 years ago...poor choice

This whole stunt and campaign stinks. Terrible brand name, horrible, derivative campaign. - 'this product tastes bad soooo we'll do a bad taste ad campaign....'

What does it taste like? Similar to Vegemite? Agree with Lushthunder's suggestion. Whole branding just seems idiotic to me. Picture the scene. Marketing people at Kraft convene altogether in a room. Bereft of a decent name. Someone pipes up ...

Guess what's the hottest thing in Tech right now? Small "i" as in iPhone and slapping "2.0" on the end as that's the new Web where users create stuff. What's happening here? Well, we have asked the people and they are like users so we Kraft can be '2.0'. Not sure about the 'i' bit having any bearing to food but it's cool. Vote? OK. Carried. 

I hate the name, too, but it probably will not last too long, and maybe take the product dowm with it.  This ain't your grandfather's Vegimite.

It's delicious! Who cares what it's called!

How about renaming Grange?  Seems just as dumb to me.

well, I don't like the name either but does it taste the same? It's probably going to be a success story as everyone will talk about it (increasing brand awareness) and many (like me) will buy a jar of the stuff to see if it tastes different or the same ... the renaming might result in being a brilliant marketing strategy!!

The whole "appleness" of the name is very off-putting.  How about a windows version, "Vegemite Vista".  The jar would have two layers of security, one using biometric credentials, and when you first open it it would ask " Vegemite has found to taste nasty by many prople worldwide, and may induce an uncontrollable urge to spew.  If you understand this risk and wish to proceed click continue, or abort to close the jar".  Of course, you'd have to open and close the jar twice a day to keep the product fresh, but it would be a more familiar and less objectionable experience to windows users.

Kraft has bowed to public pressure and ditched the name iSnack2.0 for its new Vegemite-cream cheese blend.

“We have been overwhelmed by the passion for Vegemite and the new product. The new name has simply not resonated with Australians. Particularly the modern technical aspects associated with,’’ said Kraft spokesman Simon Talbot.

In a statement this afternoon, the company said it would once again throw open the challenge to Australians to come up with a new name.

But the company denied it had all been a publicity stunt.

Mr Talbot, said: "At no point in time has the new Vegemite name been about initiating a media publicity stunt. We are proud custodians of Vegemite, and have always been aware that it is the people's brand and a national icon."

Thousands of the jars with the new name will be distributed to supermarkets ready to go on sale, ensuring that the soon to be scrapped name will quickly become a collector's item.

"Our Kraft Foods storeroom currently has thousands of jars of the iSnack2.0 named Vegemite. This
product will be distributed around Australia, and will continue to be sold in supermarkets for months to
come - until Australia decides upon a new name," Mr Talbot said.

“Australians and New Zealanders will shortly be invited to help us make a choice. Please bear with us
for the next 48 hours as we finalise how Australians and New Zealanders can decide the new name
through an independent popularity vote."

LOL! That didn't take long...

There's a joke going on Twitter that we should vote 'iSnack2.0' back in just to mess with Kraft

hehehehehe

Blimey. This is something.

I love marketing... well done Kraft for bringing the 'mite' back into the fray. If they want to rename it again we should be looking at iSnack 2.1 - hopefully they could reengineer the taste also. Interesting that the public opinion is based on the name not the taste. Then again Marmite (UK) had a great run of ads based around loving it or hating it.

FTR this morning I will be eating competitor products from iSanitarium and iUnilever. Can anyone tell me which of the Marmites came first?

FAIL...

can I download iSnack2.0 onto my iPhone?

They should have stuck with the original Australian style name... instead the American marketing want to come up with some fancy hi-tech name... what wrong with something like Cheezymite or "anything other than iSnack"-mite

I will always be an original Vegimite fan though, and Marite is ok, its just Vegimite with a little sweetner