iSnack 2.0 goes Cheesybite or bust
By an online public vote, Kraft’s Vegemite iSnack 2.0 has been renamed Cheesybite. There were seven options: Cheesybite, Creamymate, Smooth, Snackmate, Vegemate, Vegemild or none of these.
Of the 30,357 people who chose a name, 36 per cent went for Cheesybite – that’s 10,928 votes.
But Mumbrella investigated further and found out from Kraft that 40,000 people took part in the vote, and nearly 25 per cent did not choose any of the six names. This would amount to roughly 10,000 people. So the votes for Cheesybite and “none of these” were about the same.
Mumbrella reports:
Although he declined to share the exact numbers, Kraft’s corporate affairs head Simon Talbot insisted that Cheesybite had still come out just ahead of those who did not like any of the names.
He said: “It came out in front, just. Otherwise I’d have thought that we would have had to go back again.”
Spare a thought for web designer Dean Robbins, whose iSnack 2.0 moniker was chosen in the first place. He enjoyed literally 15 minutes of fame before every man and his dog shot the name down in dust.
He laments his name dumping in the Sydney Morning Herald.
Our previous Vegemite posts here.
Jules Brown
October 9, 2009
I love the way Kraft think the name that came second in their competition will somehow be embraced by the the people who rejected the one that came in first. Hehehe… Wonderful logic.
I think the moral of this story is: Branding experts should be called on to name new products, while consumers should only be expected to eat them.
Jules