Kraft Abandons Vegemite iSnack 2.0 Name
Cecilia Biemann — September 30, 2009 — World
References: au.news.yahoo
In what I’m sure will go down in history as one of biggest ever crowdsourcing fails, Kraft has abandoned the name of iSnack 2.0 for their new mix of vegemite and cream cheese, just days after revealing it.
After several days of widespread backlash against the name pouring out on social networking sites, Kraft spokesman Simon Talbot said they had “listened to Australia,” and the company will now do what they should have done in the first place - go to an opinion poll and let the people decide the name.
A Facebook poll asking what people thought of iSnack2.0 yesterday had over 20,000 responses of which 97% hated the name.
After several days of widespread backlash against the name pouring out on social networking sites, Kraft spokesman Simon Talbot said they had “listened to Australia,” and the company will now do what they should have done in the first place - go to an opinion poll and let the people decide the name.
A Facebook poll asking what people thought of iSnack2.0 yesterday had over 20,000 responses of which 97% hated the name.
Trend Themes
1. Crowdsourcing Failures - Opportunities for businesses to learn from past crowdsourcing mistakes and develop effective strategies for successful crowdsourcing campaigns.
2. Social Media Backlash - The importance of monitoring social media platforms and proactively responding to negative feedback to avoid brand reputation damage.
3. Opinion Poll-driven Decision Making - The rising trend of involving consumers in decision-making processes through opinion polls to ensure product name or branding resonates with the target audience.
Industry Implications
1. Food and Beverage - Opportunities for food and beverage companies to understand the power of consumer input and involve them in product development and marketing decisions.
2. Marketing and Advertising - The need for marketing and advertising professionals to closely monitor social media platforms and proactively address any negative sentiment towards a brand or campaign.
3. Market Research - The demand for market research agencies to provide insights into consumer preferences, opinions, and sentiment to guide decision-making processes for brands and companies.
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