Ad agency BCM has launched an online
survey to get the public’s opinion of whether Kraft’s choice of name
for its new Vegemite brand, and subsequent decision to dump it, was a
marketing stunt or just “misguided”.
The TwtPoll survey,
which is being conducted now until midnight Sunday, was launched in
spite of a Kraft spokesperson revealing in a statement
“At no point in time has the new Vegemite name been about initiating a
media publicity stunt…The new name has simply not resonated with
Australians. Particularly the modern technical aspects associated with
it.”
However BCM said there is still a lot of
debate in the market about the contentious iSnack 2.0 name. Much has
been speculated by industry insiders about whether the name was
deliberately chosen as a short term stunt to generate marketing noise
and community outrage, or whether it was nothing more than a massive
error of judgement on the part of the US owned Kraft,” said Kevin
Moreland, a partner at BCM.
“We thought it would be interesting to know what the Australian public thought.”
He added: “It undoubtedly has been a tough week for Kraft in Australia. A decision to launch a new product under the iconic Vegemite brand would not have been taken lightly.”
With nearly 400 votes cast to date, 58% of respondants think the name was "
a carefully crafted media publicity stunt"BCM Blog
UPDATE: The results are in with three quarters of over 1250 participants thinking that the whole thing was some kind of marketing ploy."People assumed therefore that Kraft must have carefully planned the marketing to maximise publicity. More than anything, the study sends a clear message to marketers about the lack of trust consumers have for many brands and how cynically they view the marketing community” said BCM Agency Partner Kevin Mooreland
Tags:
BCM |
isnack 2.0 |
online polls |
twtpoll |
Vegemite
Related articles: