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Opinion
After Harold
The ‘Harold rumour’ rarely goes away.
Last time round WPP was rumoured to be looking at buying Mitchell Communication Group. On another occasion one of the trade magazines hoaxed a rival into reporting that Telstra was the buyer.
This time, the rumour appears to have a great deal more substance. Read more »
Intelligent TV – the next big thing?
I was, I must confess, mistaken about last night’s Gruen Nation. Read more »
Masterchef: Homophobic? No. Racist? No. Ageist? Maybe
In this guest posting, Tactical TV’s Tony Richardson argues that Masterchef shows Australian TV audiences are ready for multiculturalism but not older faces
When the popularity of a TV show bumps the prime minister and the leader of the opposition to an earlier time slot, you know you have a phenomenon. Read more »
Bad enough the SMH iPad app is just a PDF, forcing a print subscription is insane
So yesterday Fairfax launched its Sydney Morning Herald iPad app. The strategy – designed to shore up print – and the execution – already derided by users as a “glorifed PDF reader” – are both laughable.
If there were ever doubts that Fairfax is two companies pulling in different directions, then the handling of the iPad app dispels them. Read more »
Is a kettle boiling a good ad?
So would you watch a kettle boiling? The weekend magazines carriedied an unusual ad.It was a plain, unbranded address for the url Life is too short.com.au. Read more »
Guest post: Why Sensis believes in the cause
After Mumbrella criticised the Facebook campaign by Sensis to give socks to the homeless, we invited the brand to explain its thinking. In this guest posting, Sensis communications manager Danielle Horan explains the background to the idea
The debate about the intention behind the Sensis 1234 Warm Up campaign certainly unearthed a range of differing opinions. Read more »
Hungry Jack’s – something to sing about
I often enjoy giving the Hungry Jack’s ads a kicking, so it’s good to see a new one where there’s an interesting idea. Read more »
The big election question
As an occasional media commentator, I’m sometimes asked: ‘Tell me Tim. Given that politicians want to engage the electorate beyond the hardcore politics junkies, would it be a good idea to schedule the leaders’ debate at the exact same time as the final of Masterchef, arguably Australia’s favourite TV programme and likely to be the most watched show of the year?” Read more »
Why this is NOT the Twitter election
If you read the last few days’ papers, you would think that the Twitterati will decide the outcome of the election. Read more »
Paging the fun police
While any brand has to worry about the legal implications of running a contest, there does come a point where the entire thing looks so unappealing it may be worth going back to the drawing board. Read more »
Oh PETA
This ad is a tough watch.
If you don’t want to see seals being clubbed, then don’t watch. Read more »
Sensis – social responsibility isn’t about patronising the needy about their socks
I wish I could put my finger on what it is that makes this social issues campaign for Sensis feel so icky: Read more »
Old Spice: Best use of social media yet?
Today has been a good day. You know those very rare moments where you see an advertising idea and you can recognise not only how good it is, but how it’s going to inspire other great work? What Old Spice did next is one of those moments.It combines great advertising, great writing, a huge PR idea and excellent use of social media as a two-way channel. Read more »
If that’s how paywalls work then we’re utterly flipping screwed
So tonight, for the first time, I went behind Fairfax Media’s pay wall.
Based on that experience, if the future of journalism is paid content then every one of us working hacks is utterly screwed. Read more »
Media Watch picks an odd target
I’ve got a nasty feeling I’ve finally gone native.
Much like Stockholm Syndrome where kidnap victims come to adore their captors, journalists have always been susceptible to a similar syndrome. Read more »
Vegemite vote 2.0 gets underway
Vegemite has launched its second attempt at voting on the new name for its snack after public derision led to the ditching of iSnack 2.0.
Vegemite owner Kraft gives users six options:
- VEGEMITE CHEESYBITE
- VEGEMITE CREAMYMATE
- VEGEMITE SMOOTH
- VEGEMITE SNACKMATE
- VEGEMITE VEGEMATE
- VEGEMITE VEGEMILD
- I WOULDN’T PICK ANY OF THESE NAMES
Details have just been published on the Vegemite website. Voting begins at 5pm AEST.
October 2nd, 2009 at 3:28 pm
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Comments
2 Oct 09
3:31 pm
Vegemate sounds a bit rude.
2 Oct 09
3:33 pm
Creamymate? Really? I can see now why they went with iSnack 2.0…
2 Oct 09
3:38 pm
Vagi-mite may open it up to a new audience. So to speak.
2 Oct 09
3:39 pm
VEGEMITE SMOOTH & VEGEMITE VEGEMILD sound like Cigarette brands, VEGEMATE & CREAMYMATE sound like euphamisms …
nice work Kraft .. keep screwing that pooch, it’s hilariously entertaining
2 Oct 09
3:41 pm
Still think the best one came from The 7pm Project:- Yamumite…why can’t I vote for that?
2 Oct 09
3:43 pm
Whats thier obcession with “mate”.
3 out of 6 options? Gimme a break.
Suddenly, iSnack doesnt seem so bad.
2 Oct 09
3:49 pm
Why not just keep it as Vegimite? Was it broken to start with? If not DON’T TRY TO FIX IT xxx
2 Oct 09
3:54 pm
Tim, you’re right – they all suck. Truely, is this the best (as in better than good-better-best) they can do? Thanks for the Friday arvo laugh!
2 Oct 09
3:55 pm
Bugger, I meant truly…
2 Oct 09
3:55 pm
oh, they didn’t include ‘2ritemite’, I quite liked it as a name.
2 Oct 09
4:02 pm
Why not “Vegemite with Cream Cheese”
2 Oct 09
4:05 pm
“i mite not snack” with any of those hideous names.
2 Oct 09
4:18 pm
‘Bob’ is a nice name, but it isn’t on the list.
2 Oct 09
4:27 pm
It seemed to be selling pretty well without a name. The six choices aren’t strong. Is this a comment on our collective creativity – from Vegemite to iSnack2.0?
2 Oct 09
4:27 pm
Vege-maybe not
2 Oct 09
4:35 pm
r.i.p iSnack 2.0 your stardom was short but bright
2 Oct 09
4:48 pm
CreamyMate sounds like a homo-erotic dating site.
Here’s some other suggestions:
Bonzamite
CobbaSpread
Faircrackofthewhipmite
DinkumSpread
PooPaste
2 Oct 09
4:50 pm
P.S. My guess is that the ‘mate’ obsession (3 from 6 ideas) is from the lazy product insight of two mates in the cupboard – vegemite and cream cheese – getting together. Yawn.
2 Oct 09
4:54 pm
old school – vegemite
new school – vegecan
2 Oct 09
4:54 pm
MAAAAAAAATE! Geez they’re blokey at Kraft aren’t they…
I am looking forward to seeing this buried on the highest shelf at my local supermarket by the end of the year…
2 Oct 09
4:57 pm
Wow what a boring selection of names. Not one on the list that would offend ANYONE… once bitten, twice shy i guess..
2 Oct 09
5:04 pm
Where is the creative team behind this so that they can receive a bitch slap? This is horrible.
VEGEMITE CHEESYBITE – So now it’s a baked product?? What the??
VEGEMITE CREAMYMATE – Am I making friends with my food that I am eating?
VEGEMITE SMOOTH – Absolutely NO connection to the product. Did someone pick up a peanut butter jar and say “yep that’ll do – pop that one into the mix”
VEGEMITE SNACKMATE – “Lets just remove the i from the old name and add a mate next to it so that it sounds really Aussie! Yeah I like that one!”
VEGEMITE VEGEMATE – “Lets just take the word vegemite, duplicate it 2 times and change mite to mate!! Yeeeah! Too easy”.
VEGEMITE VEGEMILD – Ohh… is this now some type of chilli sauce?
LAME. Jury still out on the whole thing.
2 Oct 09
5:16 pm
VEGEMITE CHEESYWILL
2 Oct 09
5:23 pm
We should all choose “I don’t like any of those options” and see where that gets ‘em.
2 Oct 09
5:27 pm
Or this name….
Vegemite fucked by a US parent company who without any understanding as to the product’s heritage or consumers demanded new product development and brand ‘engagement’, neither of which anyone who buys the bloody thing wanted-mate
….but we’re gunna need a bigger jar!
2 Oct 09
6:11 pm
Is that all JWT, with blistering input from Kraft, could come up with overnight?
2 Oct 09
7:36 pm
@OliYoung “VEGEMITE SMOOTH & VEGEMITE VEGEMILD sound like Cigarette brands”
Well, they are owned by Philip Morris, the makers of Marlboro.
2 Oct 09
8:16 pm
Vege-Mightier. It’s the only name that makes sense.
2 Oct 09
8:44 pm
@OliYoung maybe they should release a Vege-Menthol variant?
2 Oct 09
11:13 pm
Voldermite
‘The product that cannot be named’
2 Oct 09
11:15 pm
I just picked “I wouldn’t choose any of those names”, hopefully that wins. They’d have to use very small print on the tiny sized jars if it does.
2 Oct 09
11:16 pm
Voldermiteeeeeeeeeeeeeeeeeeeeeeeeeeeeee
3 Oct 09
12:51 am
i like the idea of a pack that cannot be named.
has there ever been an unnamed product before?
3 Oct 09
9:46 am
Personally I’m going for “Vegemate”
3 Oct 09
12:36 pm
I don’t like any of your suggestions. Why try to to complicate matters by choosing silly names?
I think somthing very simple such as VEGEMITE EXTRA or VEGEMITE PLUS is all it needed or even VEGEMITE CHEESE EXTRA or VEGEMITE CHEESE PLUS if you want to include the cheese addition.
Stop trying to be cute – it doesn’t wash with Australians!
3 Oct 09
2:29 pm
I’m all up for creamymate. Sounds like something you end up with after Mardi Gras. Imagine asking a mate if they’d like you to spread some creamymate on their sao?
3 Oct 09
3:43 pm
Based on the innovation findings here & not personal preference I will go with SMOOTH.
http://twitpic.com/jowth
3 Oct 09
4:33 pm
Creamymate ??? You may as just as well call it SMEGMITE arghhhhh (think about it).
I reckon they should just call it SMITE. After all my dictionary meaning shows: to impress favorably; charm; enamor.
If it only lives up to that description it’d be OK.
3 Oct 09
4:43 pm
I reckon Krafty Cheesy-Stunt would be most accurate
3 Oct 09
4:43 pm
Ps. careful how you say it.
4 Oct 09
9:53 am
Vegimate..A great name Cobber.
4 Oct 09
9:57 am
Vegemate…..Yummmmm!
4 Oct 09
8:32 pm
VeguHATE….okay, okay, VegeMATE
5 Oct 09
12:24 am
Hmmm…. Now talk about being creative! (Or not!)
* VEGEMITE CHEESYBITE – This just sounds rather lame.
* VEGEMITE CREAMYMATE – Nice one. Very funny, Kraft.
* VEGEMITE SMOOTH – Probably the best one out of the bunch.
* VEGEMITE SNACKMATE – As opposed to the original Vegemite substituting a full meal?
* VEGEMITE VEGEMATE – This just sounds wrong.
* VEGEMITE VEGEMILD – Wrong again.
Smells like a bit of a publicity stunt to me. Either that, or its a great accidental ‘project’ to revamp, restore and revitalise a once stale Aussie brand – into a now one, of the most talked about brand names in Australian history. Like I said before, nice one, Kraft!
5 Oct 09
9:27 am
What about iSnack 3.0
5 Oct 09
11:33 am
VEGESMEG
5 Oct 09
11:49 am
How about
VEGILITE?
VEGIMITE LITE?
5 Oct 09
12:08 pm
I don’t think they have any great stand out idea.
It should be.
mite B vegi
After all you get vitiam B by eating it, it is a 1st cousin to vegimite.
5 Oct 09
12:35 pm
How about ‘Your-mum-mite’
5 Oct 09
12:49 pm
‘Vegepun’ – Vegemites cheesy cousin.
Hey, at least iSnack was talked about!
5 Oct 09
5:42 pm
Vegechomp
5 Oct 09
5:43 pm
Vegebite
6 Oct 09
9:07 am
Boo to all of them. How about iSnack 2.0?
6 Oct 09
10:01 am
Vegemite Mix. Or remix.
7 Oct 09
9:27 am
If this is the best the Australian public can come up with, please, PLEASE hire consultants next time – that way at least we can poke fun at them.
The only credible suggestion is Cheesybites. The other options invoke images of cigarettes or lube. Snackmate is about as useful as iSnack.
7 Oct 09
10:52 pm
why cheesybites? pizza hut already got that one.
cheesymite would be a much better idea.
or just vegemite: cream cheese flavour.
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