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MELBOURNE
BRUNSWICK
BUNDOORA
FISHERMANS BEND
POINT COOK
HAMILTON
HO CHI MINH CITY
HANOI
–
Expert comment on iSnack2.0 –
The name chosen by Kraft for its new Vegemite – iSnack2.0 – has been widely
panned in online commentary from the public.
RMIT University marketing expert, Dr Con Stavros, says he is unsurprised at the
poor reaction.
“The name doesn’t actually capture the new product or say anything particularly
meaningful about it,” Dr Stavros said.
“Putting an ‘i’ in front of a word is somewhat unoriginal, while adding ‘2.0’ is
possibly confusing.
"Credit should go to Kraft for generating such a high level of interest in their new
product.
“But considering they apparently had tens of thousands of suggestions for a name
for this new type of Vegemite, I’m surprised this is the one idea that came out on
top.”
Dr Stavros is a Senior Lecturer in RMIT’s School of Economics, Finance and
Marketing.
He is available for expert comment on iSnack2.0.
For interviews: RMIT University’s Dr Con Stavros, (03) 9925 5531 or 0411 231
371.
For general media enquiries: RMIT University Communications, Gosia
Kaszubska, (03) 9925 3176 or 0417 510 735.
28 September, 2009
NEWS 
