Amidst the marketing press furore that has accompanied Kraft’s numerous attempts to use a crowdsourcing approach to come up with a name for a Vegemite product extension, it is easy to ignore some of the numbers involved.
- 48,000 entries were submitted in the original naming contest that spawned the bizarre product name, iSnack2.0
- In a follow-up poll, 30,000 people selected Cheesybite as their preferred name
Tens of thousands of people have been sufficiently engaged in the Vegemite brand to spend their precious time and creative energy collaborating with a global food company, on a fairly prosaic naming brief.
It is also worth noting that the Vegemite naming story has been covered extensively by the news media around the world. When was the last time that such a mundane marketing issue attracted so many headlines? Am I alone in thinking that those clever people at Kraft have deliberately engineered the controversy?
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