Comments on: How Not to Re-Create Another Vegemite Isnack 2.0 Branding Disaster

By: The Branding Journal

The Branding Journal — Thu, 25 Jul 2024 10:31:37 +0000

In reply to Susan.

Hi Susan, thanks a lot for your comment! There is no mention of IBM/Kraft reading private messages. I’m sharing with you the exact quote from the Harvard Business Review article, for more details:

“Vegemite’s Social Media Market Research
Kraft ANZ were to become a leader in social media so a decision was taken to enlist the services of IBM and its COBRA system (Corporate, Reputation and Brand Analysis) and to embark on Australia’s largest branded social media engagement. This system used algorithms and sophisticated pattern analysis to mine consumer content on the Internet (refer Exhibit 3). The system could generate thousands and thousands of brand related mentions on the web and establish a small number of popular brand associations.”

By: Susan

Susan — Fri, 19 Jul 2024 07:44:02 +0000

What I got from this article was that IBM and people from Kraft were ‘listening / reading into peoples private messages. Now to me THAT seems to be a more important question ti be asking – who the F*#* gave them permission to take that privilage?

By: Julian

Julian — Thu, 19 Jan 2023 11:28:03 +0000

In reply to Dale. Very interesting; thanks a lot for sharing this case! We will look into it :)

By: Dale

Dale — Sat, 24 Dec 2022 02:40:04 +0000

They have made this blunder before! You didn’t mention ‘PARWILL’ – I.e. Marmite but Parwill!
https://www.urbandictionary.com/define.php?term=Parwill

By: Matthieu

Matthieu — Fri, 01 Apr 2022 04:48:54 +0000

Very old article I know, but ‘Vegemite iSnack 2.0’ was part of the strategy to generate interest, news media, conversations, outrage, everything.
And the industry still thinks it was a bust.
It was brilliant strategy. I was there.

By: Finn Lloyd

Finn Lloyd — Wed, 27 Dec 2017 10:49:14 +0000

I have my sincere doubts that the name impressed anybody under the age of 60.
‘Vegemite iSnack 2.0’ comes across to me as a very cliché example of someone superbly out of touch trying to appeal to today’s youth.