its obviously generating a lot of press and wom, if that translates into sales over a longer period, then you’d have say its worked.

but somehow I dont understand, are they having two vegemites now, the orginal and new new? if thats the case then i think it’s likely to lead to brand dilution once the buzz dies down.

like VB normal and VB light beer. when i aske for VB i mean VB! and dont want to be asked “is that light or heavy?”.

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I just hope the brains trust at Kraft did this on purpose, because it would be a crying shame if this brilliant, globally-recognised story (yes, it’s made news here in the UK) was an accident.

When the last jar of 2.0 makes its way meekly from the shelf at Woolies and onto eBay…maybe then we’ll know. And all those collectors of Duff Beer can clear a space in the poolroom.

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Well it’s a Catch-22 isn’t it? If Kraft takes the credit for “a brilliant marketing stunt” they still risk losing a portion of previously loyal buyers who feel duped. If they don’t, we will all keep shaking our heads in disbelief, that such a brand could be managed so badly. And then there’s a third group who’ll think “isn’t it great that they listened to the consumer?”
I quite like the stuff, but I am just as happy to put regular Vegemite with ricotta myself, thanks and not pay the extra for Kraft to add the Philly…now THERE’S a product that has been added to, reduced, enlarged, downsized and even sent to heaven – but it hasn’t changed it’s name!

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No, I do think the marketing department believed this was a good name, when have marketing people ever been smart!

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I find it implausible that the marketers in charge at Kraft Australia would sign off on such a risky publicity strategy in an attempt to achieve cut-through. Even if it had worked (I think we’re all agreed it hasn’t/won’t), the strategy was just too edgy for a big, risk-averse corporate like Kraft to embrace.

This is more reminiscent of the hit-and-miss stuff of young, hungry guerrilla marketers just out of uni with something to prove and nothing to lose, though they tend to have better taste.

You know you’ve erred when Daryl Somers is scoring points off you.

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Helen Pereira Reply:
October 7th, 2009 at 9:48 am

Paul, I agree. Not necessarily the young guerillas – I think there are some old ones lost in the jungle for years who’ve come out wanting to be hip.

One day someone will tell!

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Is it really that risky though? I mean, New Coke…but to this day we all still drink Coke, and happily get fat and toothless doing it. Or last year’s Commonwealth Bank “American ad agency” series that John Singleton was such a fan of. Vegemite’s never going anywhere, and if the new product completely tanks, it’s still the most publicity the brand’s had in years.

There’s a phenomenon among big corporates that I like to think of as the Branson Effect. That is, every marketer and their boss wants to be cool, edgy and loaded (like Sir Richard)…but they want to be Richard Branson NOW. Not Richard Branson 25 years ago smoking pot, living on a houseboat and hanging out in recording studios, fighting the good fight etc. Can’t we still hold out hope that just maybe, somewhere in some corporate marketing department, there’s still that fighting entrepreneurial spirit? Surely they’re not all working at Anthill

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i’ve got scientific proof that all the neh sayers are vwrong.

here it is: i havent had vegemite my fridge for over two years, shopping last night, now i have to jars. (old & new!!!!) and the shelves looked ravaged!!!

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