Comments on: Vegemite’s Cheesybite neck-and-neck with none of the above

By: iSnack 2.0 goes Cheesybite or bust :: StopPress :: Breaking news from New Zealand Marketing magazine

Thu, 08 Oct 2009 20:38:09 +0000

[...] reports: Although he declined to share the exact numbers, Kraft’s corporate affairs head Simon Talbot [...]

By: Mackey

Mackey — Thu, 08 Oct 2009 10:22:05 +0000

this is why monkeys shouldn’t be in marketing. and why kids shouldn’t be allowed to vote.

By: iBen 2.0

iBen 2.0 — Thu, 08 Oct 2009 00:04:26 +0000

Who cares what it’s called, most tourists will still call it ‘shit’ or ‘eeeeeergh’ or ‘ewwwwwwwww’ or ‘grosssssss’ or ‘aaaaaaaaaaghhhhhh i can’t feel my legs, i can’t feel my legs!!!!!’ anyway.

By: What does the Kraft experience with iSnack 2.0 mean for the marketing industry as a whole

Wed, 07 Oct 2009 09:04:38 +0000

[...] Kraft gave customers the opportunity to vote for one of six names in response to the negative publicity. We’re told that around 10,000 customers voted for Cheesybite, equivalent to 36% of the total vote making it the most popular name - just pipping ‘none of the above’. [...]

By: Typeboard

Typeboard — Wed, 07 Oct 2009 08:27:10 +0000

[...] Vegemite’s Cheesybite neck-and-neck with none of the above [...]

By: Great Strategy

Great Strategy — Wed, 07 Oct 2009 07:41:22 +0000

Yeah well.. maybe they were considering milking it again more for what its worth. My comments here http://greatstrategy.blogspot......-said.html

I kept wondering… did Bakers Delight seize the moment and start putting up a sign saying something like “Try the now-famous Cheesymite”. Maybe they need some help from the PR team behind Vegemite.

By: Stephen

Stephen — Wed, 07 Oct 2009 07:34:52 +0000

To quote the Simpsons; “I’d have called it a Chuzwazza”

By: sven

sven — Wed, 07 Oct 2009 07:30:56 +0000

oh come on Nitro. How can you defend those dumb-arse middle aged marketing fools when it’s far easy to be a 20 year old undergrad non-achiever who can snipe anonymously?

By: Nitro

Nitro — Wed, 07 Oct 2009 07:24:12 +0000

Do you not think that before Kraft announced the new name there would have been some serious consideration of a) if Bakers Delight are likely to take action and b) where Kraft would stand if that were the case?

I may be foolish for saying so after this iSnack 2.0 business but I would like to assume that Kraft would give it a little more thought than that, particularly seeing as this is round 2 of the naming game.

I’d put money on the fact that they will get away with this.

By: Dicken

Dicken — Wed, 07 Oct 2009 06:02:02 +0000

erm, trademark

By: Dicken

Dicken — Wed, 07 Oct 2009 06:01:44 +0000

i am off to trademake it now before anyone else does

By: imatt 2.0

imatt 2.0 — Wed, 07 Oct 2009 05:52:18 +0000

Vegemite isn’t that original a name either – Marmite preceded that. So who knows which company mite have rights over the mite bit!

By: sven

sven — Wed, 07 Oct 2009 05:24:42 +0000

Helen – you’ve turned up a sandwich short to this bush lawyer’s picnic.

By: Helen

Helen — Wed, 07 Oct 2009 05:16:09 +0000

Sven – you’re a tool. That’s about as strong an argument as a chocolate tea-pot.

By: dicken

dicken — Wed, 07 Oct 2009 05:15:14 +0000

Well Sven, I would say that Kraft might have the right to stop BD using Vegemite in their product, but they have no say on the use of the phrase Cheesymite

The answer is that the lawyers will sort it out, but there is little doubt that the trademark ‘Cheesymite’ and the ‘Cheesybite’ alternative are too close and no responsible business would put it out there.

Do you work for them Sven, or the PR company? Personally I am now awaiting the long overdue Marmite action against Kraft