Blend 17 isn’t iSnack 3.0; It may be Vegemite for wankers, but it’s still PR 101
Vegemite’s upmarket new sister brand Blend 17 may have been labelled as “for wankers”, but it’s all part of the PR plan, argues Mumbrella’s Tim Burrowes
The first thing I heard in the car this morning was Nova’s Fitzy & Wippa talking about whether Vegemite’s new spinoff is iSnack 3.0.
And the first thing I saw on Facebook was a post from Pedestrian on the same topic.
So, eight years after Vegemite’s iSnack 2.0 debacle, have they done it again?
So Tim, after wading through a whole lot of male morning angst, you failed to report what this new shit actually costs.
Don’t keep a bro hanging.
Hi TSR,
I’ve seen it reported as $7 for 150g but can’t yet confirm.
Cheers,
Tim – Mumbrella
I grew up on Vegemite and I love it, especially on a thick, self cut slice of square, freshly baked, white bread. But I will never, ever buy another jar, no matter what they call it.
you’re still using the same jar you had as a kid? Wowsers
Spreads it very thin
just like a 4 door Mini, why?
It’s meant to be a premium product and yet “Blend 17” has such a Nescafe Instant Coffee sound around it that it diminishes that perception.
I’m also not sure how much bolder Vegemite can get…and I wouldn’t pay $7 to find out.
They seem to be doing the same as Marmite, but 10 years after Marmite did it.
It’s a classic decoy.
Designed to give casual buyers a decision between the expensive one and the regular one (easy) versus the regular one and something entirely different (harder).
It might also help the price on the shelf of regular by anchoring shoppers to a ridiculous high price (making the regular look cheap).
Look around you – this happens everywhere (not always successfully). iPhone X, Mercedes-AMG, 3-Ply Toilet Paper..
How good is 3 ply toilet paper
So this is the best they can come up with? A black label premium product that is a limited edition requires no imagination. A rambling cliche knock off of 1980s premium product wine/ alcohol launches.
Now to the premium flavour. Apparently the best I can find from foody sites (read: paid for for advertising/ bloggers) is that it tastes just like marmite.
As some other pointed out…makes me think of Nescafe….which makes me think of past bosses that didn’t like their staff so much that they bought blend 43 for the office.