The Kraft iSnack 2.0 Attempts to Create Cool Through PC Lingo
Katherinev123 — September 29, 2009 — Marketing
If you put an ‘i’ in front of a new product name, does that make it instantly better? The Kraft iSnack 2.0 is vegemite (a concentrated yeast extract popular amongst Australians) that has an “Apple-esque” name, according to the Cult of Mac blog.
The Kraft iSnack 2.0 name was chosen from 48,000 entries in a contest, and was the brainchild of 27-year-old Dean Robbins. After expected controversy over the use of the ‘i’ in Kraft iSnack 2.0, Kraft Food’s Simon Talbot stated, “The name Vegemite iSnack 2.0 was chosen based on its personal call to action, relevance to snacking and clear identification of a new and different Vegemite to the original.”
The Kraft iSnack 2.0 name was chosen from 48,000 entries in a contest, and was the brainchild of 27-year-old Dean Robbins. After expected controversy over the use of the ‘i’ in Kraft iSnack 2.0, Kraft Food’s Simon Talbot stated, “The name Vegemite iSnack 2.0 was chosen based on its personal call to action, relevance to snacking and clear identification of a new and different Vegemite to the original.”
Trend Themes
1. Ieverything - The trend of adding an 'i' in front of product names to create a tech-savvy image and appeal to consumers.
2. Controversial Naming - The trend of using provocative or unconventional names for products to generate buzz and media attention.
3. Personalized Branding - The trend of incorporating personal elements or user-generated content into brand names to create a sense of engagement and ownership.
Industry Implications
1. Food and Beverage - Opportunity for food and beverage companies to leverage controversial naming strategies to revitalize existing products and appeal to younger, tech-savvy consumers.
2. Marketing and Advertising - Opportunity for marketing and advertising professionals to explore personalized branding approaches that encourage consumer participation and generate viral buzz around products or campaigns.
3. Consumer Electronics - Opportunity for consumer electronics companies to capitalize on the 'iEverything' trend by adopting similar naming conventions that create a perception of innovation and sleek design.
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