Comments on: iSnack 2.0 – Kraft have lost the plot http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/ because criticism isn't an armchair sport Wed, 10 Mar 2010 12:49:49 +1100 http://wordpress.org/?v=2.9.2 hourly 1 By: ozsoapbox http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-11052 ozsoapbox Fri, 27 Nov 2009 10:42:41 +0000 http://ozsoapbox.com/?p=3822#comment-11052 <blockquote>i liked the name I snack 2.0</blockquote> Apart from Dean Robbins, I think perhaps you might be the only other person in the country to have liked the name :). Seriously though the reason it wasn't included in the vote has got nothing to do with nationalism. Kraft just played the Australian public with a somewhat clever viral marketing campaign. 1. pick stupid name. 2. sit back and watch outcry. 3. Apologise and come up with pre-deterimined list of alternatives. 4. Let public vote so they feel it's "their" brand. 5. $$$ Admittedly I was one of the ones that initially fell for it too, so kudos to Kraft.

i liked the name I snack 2.0

Apart from Dean Robbins, I think perhaps you might be the only other person in the country to have liked the name :) .

Seriously though the reason it wasn’t included in the vote has got nothing to do with nationalism. Kraft just played the Australian public with a somewhat clever viral marketing campaign.

1. pick stupid name.

2. sit back and watch outcry.

3. Apologise and come up with pre-deterimined list of alternatives.

4. Let public vote so they feel it’s “their” brand.

5. $$$

Admittedly I was one of the ones that initially fell for it too, so kudos to Kraft.

]]> By: josh http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-11048 josh Fri, 27 Nov 2009 10:17:55 +0000 http://ozsoapbox.com/?p=3822#comment-11048 i liked the name I snack 2.0 & I always like another option. I like vegemite & I like this new version too what i didn't like was how kraft gave into this pressure. If they had done a vote with isnack 2.0 being an option, that would have been cool. but it wasn't included in the choice. all these nationalistic options emerged... boring. isnack 2.0 was modern & international. conservatives won one more time i liked the name I snack 2.0 & I always like another option. I like vegemite & I like this new version too
what i didn’t like was how kraft gave into this pressure. If they had done a vote with isnack 2.0 being an option, that would have been cool. but it wasn’t included in the choice. all these nationalistic options emerged… boring. isnack 2.0 was modern & international. conservatives won one more time

]]> By: ozsoapbox http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-11010 ozsoapbox Thu, 26 Nov 2009 12:14:38 +0000 http://ozsoapbox.com/?p=3822#comment-11010 ...so what you're saying is you find no. 2 pleasing to the eye? wait what? …so what you’re saying is you find no. 2 pleasing to the eye?

wait what?

]]> By: Jay http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-11006 Jay Thu, 26 Nov 2009 10:30:42 +0000 http://ozsoapbox.com/?p=3822#comment-11006 I had a slightly different interpretation of iSnack 2.0.... My twisted brain ignored the spelling and went for the sound. isnack equated with eyecandy... eyecandy being something that looked pleasing to the eye..... therefore became a snack that looked like..... well when I was a kid, no.1 was kid code for pee, and no.2 was the other.... :) I had a slightly different interpretation of iSnack 2.0…. My twisted brain ignored the spelling and went for the sound. isnack equated with eyecandy… eyecandy being something that looked pleasing to the eye….. therefore became a snack that looked like….. well when I was a kid, no.1 was kid code for pee, and no.2 was the other…. :)

]]> By: Brad http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7830 Brad Sun, 11 Oct 2009 13:10:32 +0000 http://ozsoapbox.com/?p=3822#comment-7830 lol I found a website that's actually SELLING iSnack 2.0, can't believe it. I guess they are starting to become rare? URL: http://isnack2.com.au lol I found a website that’s actually SELLING iSnack 2.0, can’t believe it. I guess they are starting to become rare?
URL: http://isnack2.com.au

]]> By: Saltastic makes more sense http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7829 Saltastic makes more sense Tue, 06 Oct 2009 14:05:09 +0000 http://ozsoapbox.com/?p=3822#comment-7829 Well I think everyone who likes Vegemite agrees is has a very... very... VERY salty taste. <blockquote cite="comment-3634"> <strong><a href="#comment-3634" rel="nofollow">AL</a></strong>: Since when did Vegemite become a “salty fish tasting spread”?I hate all seafood, but love Vegemite! – Go Figure.Anyway….the name of this new stuff sucks.Whatever. </blockquote> To me, they don't make the vegemite sizes small enough. Most people who buy it only try it once anyways. Well I think everyone who likes Vegemite agrees is has a very… very… VERY salty taste.

AL: Since when did Vegemite become a “salty fish tasting spread”?I hate all seafood, but love Vegemite! – Go Figure.Anyway….the name of this new stuff sucks.Whatever.

To me, they don’t make the vegemite sizes small enough. Most people who buy it only try it once anyways.

]]> By: richard http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7828 richard Mon, 05 Oct 2009 22:14:01 +0000 http://ozsoapbox.com/?p=3822#comment-7828 you know that they are just calling it isnack 2.0 to get publicity so it will be on the news (7 pm project) i think it should be called chessy salty black crap,volde-might, kanya-might,ya mum might or tom cruse the crapest actor of all time like isnack 2.0 the crapest spreed of all time (vegemight 2nd crapest spread of all time) or you could allways call it cheesy might you know that they are just calling it isnack 2.0 to get publicity so it will be on the news (7 pm project) i think it should be called chessy salty black crap,volde-might,
kanya-might,ya mum might or tom cruse the crapest actor of all time like isnack 2.0 the crapest spreed of all time (vegemight 2nd crapest spread of all time)

or you could allways call it cheesy might

]]> By: Cass http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7827 Cass Sun, 04 Oct 2009 23:11:32 +0000 http://ozsoapbox.com/?p=3822#comment-7827 You know, it's kind of getting to that point where I couldn't care less what they call it. This whole iSnack 2.0 disaster is seriously starting to get old and I just want to taste the damn Vegemite! You're right though. If they went ahead with iSnack 2.0, I would be too embarressed to ask for it on my sandwich. How much of a tool would you sound like asking for a slice of bread with some iSnack 2.0 on it? Sounds like you're asking for video-game on toast. You know, it’s kind of getting to that point where I couldn’t care less what they call it. This whole iSnack 2.0 disaster is seriously starting to get old and I just want to taste the damn Vegemite!

You’re right though. If they went ahead with iSnack 2.0, I would be too embarressed to ask for it on my sandwich. How much of a tool would you sound like asking for a slice of bread with some iSnack 2.0 on it? Sounds like you’re asking for video-game on toast.

]]> By: Kraft use Quantum Market Research to dupe the nation | OzSoapbox http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7826 Kraft use Quantum Market Research to dupe the nation | OzSoapbox Fri, 02 Oct 2009 09:58:45 +0000 http://ozsoapbox.com/?p=3822#comment-7826 [...] Public outcry ensues most people are asking ‘how the hell is this possible?‘ [...] [...] Public outcry ensues most people are asking ‘how the hell is this possible?‘ [...]

]]> By: David http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7825 David Fri, 02 Oct 2009 08:27:29 +0000 http://ozsoapbox.com/?p=3822#comment-7825 A couple of interesting things: - iSnack IS a registered trademark – of Breville's. They've never made a product under the name, and it's in a different trademark class...but. - Kraft lodged a trademark application under the relevant class, but not until Sept 30 (picking up on a Hong Kong trademark application made in July). Supposedly to "stay under the radar". No...you stay under the radar with this by using an obscure firm of solicitors and not disclosing the client. I love that it's so clueless. Anyone who knows the source of the "2.0" tag knows there has to be a "1.0" etc. Starting with a 2.0 just makes them look like a dad trying to talk like a teenager. Tragic. A couple of interesting things:
- iSnack IS a registered trademark – of Breville’s. They’ve never made a product under the name, and it’s in a different trademark class…but.
- Kraft lodged a trademark application under the relevant class, but not until Sept 30 (picking up on a Hong Kong trademark application made in July). Supposedly to “stay under the radar”. No…you stay under the radar with this by using an obscure firm of solicitors and not disclosing the client.

I love that it’s so clueless. Anyone who knows the source of the “2.0″ tag knows there has to be a “1.0″ etc. Starting with a 2.0 just makes them look like a dad trying to talk like a teenager. Tragic.

]]> By: gary http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7824 gary Thu, 01 Oct 2009 11:04:32 +0000 http://ozsoapbox.com/?p=3822#comment-7824 how about vegemite vista? maybe iSnack premium gold pro 3.0 all the nerds will go for that! how about vegemite vista?

maybe iSnack premium gold pro 3.0

all the nerds will go for that!

]]> By: Five Problems with Crowdsourcing « Community Girl http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7823 Five Problems with Crowdsourcing « Community Girl Thu, 01 Oct 2009 05:34:43 +0000 http://ozsoapbox.com/?p=3822#comment-7823 [...] The public aren’t professionals or experts in branding/advertising/marketing, and while thinking outside the box can result in some innovative ideas, how can you ensure that they will choose a good one? OzSoapBox explains the danger of “allowing another IT nerd to name anything ever again”. [...] [...] The public aren’t professionals or experts in branding/advertising/marketing, and while thinking outside the box can result in some innovative ideas, how can you ensure that they will choose a good one? OzSoapBox explains the danger of “allowing another IT nerd to name anything ever again”. [...]

]]> By: Vince http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7822 Vince Wed, 30 Sep 2009 06:29:55 +0000 http://ozsoapbox.com/?p=3822#comment-7822 In other words, it was a publicity stunt. But was it really necessary? It'd be like McDonald's changing their name to iBurger 2.0 to grab attention...what's the point? It's ok Kraft, we all know Vegemite exists; you don't to pull any stunts. In other words, it was a publicity stunt. But was it really necessary?

It’d be like McDonald’s changing their name to iBurger 2.0 to grab attention…what’s the point? It’s ok Kraft, we all know Vegemite exists; you don’t to pull any stunts.

]]> By: ozsoapbox http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7821 ozsoapbox Wed, 30 Sep 2009 06:12:29 +0000 http://ozsoapbox.com/?p=3822#comment-7821 Seems all you people that called it as a giant publicity stunt were <a target="_blank" href="http://www.news.com.au/business/story/0,27753,26146533-462,00.html" rel="nofollow">right</a>. <blockquote>Just four days after Kraft announced the name of the new Vegemite, Kraft announced today it will change the name. Kraft corporate affairs boss Simon Talbot said "at no point in time has the new Vegemite name been about initiating a media publicity stunt. "</blockquote> Suuuure it wasn't mate. Seems all you people that called it as a giant publicity stunt were right.

Just four days after Kraft announced the name of the new Vegemite, Kraft announced today it will change the name.

Kraft corporate affairs boss Simon Talbot said “at no point in time has the new Vegemite name been about initiating a media publicity stunt. “

Suuuure it wasn’t mate.

]]> By: Ben http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7820 Ben Wed, 30 Sep 2009 05:01:50 +0000 http://ozsoapbox.com/?p=3822#comment-7820 What were they thinking? By now we've all heard Hitler's opinions on iSnack - now Southpark has joined in: http://www.youtube.com/watch?v=DlyX3PL82xM Lol What were they thinking? By now we’ve all heard Hitler’s opinions on iSnack – now Southpark has joined in:

http://www.youtube.com/watch?v=DlyX3PL82xM

Lol

]]> By: Methuselah http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7819 Methuselah Wed, 30 Sep 2009 03:15:23 +0000 http://ozsoapbox.com/?p=3822#comment-7819 How exciting: someone has turned the Poochie reference into a "principle". I love marketing. http://www.thepunch.com.au/articles/he-just-smiled-and-gave-me-a-isnack2.0-sandwich/ How exciting: someone has turned the Poochie reference into a “principle”.

I love marketing.

http://www.thepunch.com.au/articles/he-just-smiled-and-gave-me-a-isnack2.0-sandwich/

]]> By: Mike http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7818 Mike Wed, 30 Sep 2009 02:16:38 +0000 http://ozsoapbox.com/?p=3822#comment-7818 Vegemite tastes nothing like fish to me - I hate all seafood but I love vegemite :) Will agree with the idiocy of the name though - looks like Kraft received the food spread equiv of being Rickrolled. Vegemite tastes nothing like fish to me – I hate all seafood but I love vegemite :)

Will agree with the idiocy of the name though – looks like Kraft received the food spread equiv of being Rickrolled.

]]> By: ozsoapbox http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7817 ozsoapbox Tue, 29 Sep 2009 23:34:00 +0000 http://ozsoapbox.com/?p=3822#comment-7817 <blockquote>NO interviews and the only quotes provided by a PR blurb. Apparently he’s not available today because he’s gone to Bali.</blockquote> If half the country was baying for your blood wouldn't you flee the country too?

NO interviews and the only quotes provided by a PR blurb. Apparently he’s not available today because he’s gone to Bali.

If half the country was baying for your blood wouldn’t you flee the country too?

]]> By: Jeff http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7816 Jeff Tue, 29 Sep 2009 15:24:21 +0000 http://ozsoapbox.com/?p=3822#comment-7816 Is it strange that Dean Robbins only outing as the originator of the isnack name is a photo holding a jar of the stuff in Federation Square. NO interviews and the only quotes provided by a PR blurb. Apparently he's not available today because he's gone to Bali. Well why wouldn't you? Is it strange that Dean Robbins only outing as the originator of the isnack name is a photo holding a jar of the stuff in Federation Square. NO interviews and the only quotes provided by a PR blurb. Apparently he’s not available today because he’s gone to Bali.
Well why wouldn’t you?

]]> By: Vincent http://ozsoapbox.com/rest-of-australia/isnack-2-0-kraft-have-lost-the-plot/comment-page-1/#comment-7815 Vincent Tue, 29 Sep 2009 12:40:00 +0000 http://ozsoapbox.com/?p=3822#comment-7815 agree with the whole article except.. the stab at WA being a technological backwater... this seems a little unrequired.. but more importantly (read up on Naked Conversations for the relevance of this)... unsubstantiated I can think of some areas where, in Australia at least, WA has done pretty well as an innovative city. Feel free to get in touch if you'd like me to detail further! so, good article, crap poke. Yes, I'm originally from WA, yes I'm in technology agree with the whole article except.. the stab at WA being a technological backwater… this seems a little unrequired.. but more importantly (read up on Naked Conversations for the relevance of this)… unsubstantiated

I can think of some areas where, in Australia at least, WA has done pretty well as an innovative city. Feel free to get in touch if you’d like me to detail further!

so, good article, crap poke.

Yes, I’m originally from WA, yes I’m in technology

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