Vegemite will always be an Australian icon. Even though it is now owned by the US giant, Kraft.
A recently arrived American asked me if it was nothing more than spreadable OXO cubes. I guess, that’s a pretty close analogy. Yet, we love this black, salty, spread-y, goodness.
Taking the Australian larrikin stereotype is nothing new in advertising. The recent Carlton United beer ad embraced this with it’s gang of four, cops and robbers routine. And, it’s brilliant.
So, what do you get if you mix an entire city of larrikins, some vegemite and the desire to give our neighbours (and owners of Kraft) across the pond a bit of kick?
You get the Darwin Ice Hockey team, the undefeated world champions of one of the greatest sports on earth, one that has much to teach entrepreneurs. It’s my ad of the week.