The iconic Australian brand Vegemite recently launched an online contest to name the "new vegemite." Vegemite created a campaign using You Tube, Twitter, Facebook and traditional advertising to launch the product and the Name Me contest.
Vegemite is not only a product, it is an Aussie feeling. Similar to Bavarian beer it is a symbol of nationality. If a brewery back home chose a wrong name for peoples´ favourite beer everyone would get angry and boycott it. But nevertheless, the taste is what matters. So I guess, people would start drinking it again after a short time.
In the Vegemite case it was a good decision to react to negative public voices. "iSnack 2.0" was simply not the right message for the target groups. Vegemite responded quickly and sensitively to their wishes and did a good job in deciding to revote the name. With being asked about their opinion I´m sure consumers will not avoid the new product afterwards. Moreover, Vegemite´s new cream cheese now enjoys great media awareness. People are talking about it, blogging and creating facebook comments and that is probably cheaper and more effective than any advertising strategy.
G'day! I am a Canadian student studying a Master of Professional Communications at the University of Western Sydney. After four years of working out in the field of PR, I have decided to return to school to learn a few new things, do some travelling, and get some great life experience! Here we go :)
Vegemite is not only a product, it is an Aussie feeling. Similar to Bavarian beer it is a symbol of nationality. If a brewery back home chose a wrong name for peoples´ favourite beer everyone would get angry and boycott it. But nevertheless, the taste is what matters. So I guess, people would start drinking it again after a short time.
ReplyDeleteIn the Vegemite case it was a good decision to react to negative public voices. "iSnack 2.0" was simply not the right message for the target groups. Vegemite responded quickly and sensitively to their wishes and did a good job in deciding to revote the name. With being asked about their opinion I´m sure consumers will not avoid the new product afterwards. Moreover, Vegemite´s new cream cheese now enjoys great media awareness. People are talking about it, blogging and creating facebook comments and that is probably cheaper and more effective than any advertising strategy.