Vegemite iSnack 2.0 Name Replaced
Kraft in Australia is taking a second poll in their quest for the name of their new cream cheese Vegemite product. Polling, run by Quantum Market Research, started at 5pm (AEST) on Friday 2 October 2009 and ends at 12 noon (AEDST) on Monday 5 October 2009.
Since the new Vegemite hit supermarket shelves in July 2009, Australians and New Zealanders have been invited to come up with a name for the product, just as Australians did when Vegemite was first launched in this country in 1923. Kraft received more than 48,000 suggestions from the first poll and chose the name “Vegemite iSnack 2.0″. However the name was not well received by the public when it was announced. The company wasted little time in going back for a second go at the “Name Me” campaign.
The names that are being put forward to be voted upon are names which Australians and New Zealanders submitted as part of the original “Name Me” campaign. Kraft identified the top three most popular names that can be trademarked by Kraft Foods. They have also included three others from the entries that are worthy of consideration based on consumer feedback. Unfortunately “CHEESYMITE”, amongst other suggested names, cannot be trademarked by Kraft Foods as they are already being used by other companies in both Australia and New Zealand.
The six names, in alphabetical order, are:
Kraft’s Vegemite name marketing campaign has been handled by Wunderman.