Expert Comment On Isnack2.0

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28th September 2009, 01:30pm - Views: 1345





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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






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