Why i-Snack 2.0 FAILED!

D for Disaster!

March 29th 2010 03:27

i-Snack 2.0? Sounds like a computer term, some sort of virus that goes in and eats all your software. Alas it is nothing so exciting, rather it is a fail in marketing strategy to promote the new cheese mixed with vegemite spread that jumped into the consumer arena with gusto and promise.

The clever campaign to let the audience decide the name of the new, creamier, smoother take on an old favourite was a good attempt to get the widespread outreach they so desired. Where the drama begins is the sad choice of winning entry. Instead of something actually related to the product, something that described the flavour, the look, the experience....they chose i-Snack 2.0.

I see where they were coming from..."ha ha let me be clever and make a nerdy reference to the internet"

Go ahead...but one of the key things in marketing coupling knowing your product, is knowing your audience. I went to uni and learned all about web 2.0...do you think the average Australian...let alone their key target audience (children, mums) would really know extensively about new/social media as to make the instant connection between the yeast based product and the new media trend? And why is that even appropriate to associate with eachother...how does it benefit their product?

Anyway- the little marketing disaster prompted the manufacturers to instantly change their product name to Cheesybite. Much more consumer friendly and marketable.

It also prompted me to snap up one bottle of i-Snack to keep as a souvenir...in hopes that one day it will be worth squillions.

Cheers big ears!

Next post: Why are we ashamed of eating McDonald's in front of our peers!