Mr Tit Award – iSnack 2.0

So, what stupid Marketing manager decided to go with the name iSnack 2.0 for the new Vegemite variant?! (I only assume it’s a Marketing manager because I’ve had my share of stupid ones.)

Vegemite iSnack 2.0 fails

Vegemite iSnack 2.0 fails

I think iSnack 2.0 is an utterly silly name for a food product! For one, it’s not even a snack, it’s a spread. And maybe the ‘versioning’ number is relevant, but that’s going to cause confusion for those less tech-savvy (like the average mum that does the grocery shopping) – is it “two point zero”, “two dot oh”, “just two”, “why is there a number in the name again?”…

iSnack 2.0 would be a suitable name for a personal vending machine – like  a robot that could follow you around and dispense snacks when you wanted. Not really something I’d associate with a jar of salty spread that’s apparently got a more creamy texture to it than the classic Vegemite. I haven’t tried it yet, but the name is so lame that I am a little hesitant to buy it.

As one critic, Nick Foley of branding agency Landor Associates puts it They are taking the ‘i’ that is associated with the iPod and 2.0, which is a term for the web. So what does … that have to do with a food product?. Here here! (Although I don’t agree with the part 2.0, which is a term for the web, because it’s an example of a version numbering system that applies to software in general.)

In the article Cheesy name a big turnoff on stuff.co.nz, it is reported that

A spokesman, Simon Talbot, admitted it was polarising consumers but said the negativity was confined mainly to older consumers.

I guess being in your late 20s puts me in the “older consumer” bracket, or maybe I’m one of the few younger ones that don’t like this name. Regardless of age, who wants to say “Can you get a jar of iSnack 2.0?” Not only is it a mouthful but you feel like a bit of a dork saying it out loud.

Kraft, if you want to be original, then be original. Don’t leverage off something popular in another completely different product line with the defence that it’s appealing to that particular age group. If you want to be like that, then why not call it Facemite (hehe), or Twittermite, or Viimite? Or how about  Newversionofthesatlyspreadthingthatkidslike-mite?? At least that’s original and doesn’t confuse a food product with an electronic device.

Congratulations iSnack 2.0 on winning my Mr Tit Award today.

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7 thoughts on “Mr Tit Award – iSnack 2.0

  1. Not to worry. Everyone’s bitching has been taken into account and they’re going to change the name! Yay.

    Also 2.0 is best known in relation to web 2.0 – user centred, interactive sites etc.

    Reply

    Chickie Little

    Well we called Colin’s plant ‘Colin 2.0′ because it’s the second version of him lol.

    The guy probably just thought 2.0 was cool. He should’ve called it iSpread 1.1, but that’s probably a bit rude.

    And ‘Web 2.0′ is the term, not just ’2.0′ which is still a type of version numbering and not just a web term. That’s how I see it. But who cares. Crap name anyways.

    Reply

  2. I wonder if Dean Robbins, the guy who is credited with submitting “iSnack 2.0″, was only putting it in as a joke?

    Also, putting on my detective hat and cloak:

    The “marketing manager” in question, I believe, is Ben Shepherd.

    His grumbly response was the only one who seemed personally offended by the negative comments on the retraction, and he lists strategic work with Kraft on his LinkedIn Page.

    Of course, it may not be him, but I’m pretty sure he knows the people responsible.

    Reply

    Chickie Little

    Gee Rob, you’re a good investigator!

    Yes, his comment and link with Kraft sound very suspicious. I’m glad they’re not keeping that name.

    It wouldn’t surprise me if Dean did mean it as a joke.

    Reply

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