Vegemite says cheese!
When the makers of Vegemite launched a new brand, they obviously wanted to choose a new name to go with it. So Kraft wisely asked the public for suggestions that would aptly reflect their new, creamy, cheesy Vegemite.
The public duly responded with names such as Cheesewax (my personal favourite), Frank, Goody, Brownie, Wow Chow and Ruddymite – a passing reference to Prime Minister Kevin Rudd.
In fact thousands of suggestions were sent in by the public, eager to see their offerings chosen as the name of the new cheesy Vegemite. So what possessed Kraft to choose the name suggested by web designer Dean Robbins one can only surmise at.
For clever Mr Robbins had, in jest he claims, submitted iSnack2.0. Yes there it is folks, the eye-catching, roll-off-the-tongue, imaginative name for the new cheesy Vegemite – iSnack2.0.
You don’t like it? Well you wouldn’t be alone, for Kraft were now inundated with complaints from cheesed off members of public who said it was the worst name ever and branded it ‘unAustralian’. One complainant said that Dean Robbins, who surely must be regretting his choice by now, be forced to sprint down the main streets of Sydney “wearing nothing but a generous lathering of old-fashioned Vegemite as retribution for his cultural crime�.
As you can imagine, faced with such public hostility, Kraft had a change of heart and decided that perhaps the name wasn’t so suitable after all. A spokesman said: “The name has simply not resonated with Australians,� really? I can’t think why!
The company now face the cost of re-naming and re-branding the new Vegemite as thousands of jars with the name iSnack2.0 have already been distributed to supermarkets throughout Australia. Making the jars possible future collectors items.
Kraft now say that the challenge will once again be thrown open to the public to come up with a rather more suitable name for the product. Hopefully this time Kraft will now pick the cream of the crop rather than scraping the barrel for leftover cheese.
Embrace Australia make no apologies for the cheesiness of this story.
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One Response to “Hard Cheese for New Vegemite Name”
Comment by vicky — October 2, 2010 @ 8:52 am
recently my vegemite has gone mouldy witch has never happened for 20
years same happened to my mum