Dr Mumbo

From PR win to bargain bin in five days: How Vegemite’s Blend 17 is putting the fast into FMCG

Readers with a long memory, or indeed a short memory, may recall that last week Vegemite was clocking up the editorial column inches with its new premium edition Blend 17.

So Dr Mumbo is sorry to report that this “bolder, richer” Vegemite has failed to retain its premium price point, despite its shiny gold packaging.

By the weekend, Dr Mumbo’s spy in Coles’ Hornsby outlet in NSW had already found Vegemite Blend 17 on special, reduced from $7 to $5.

Even for fast moving consumer goods, five days seems to Dr Mumbo to be a tad speedy to be giving up on the brand. Unless there was no long term plan in the first place, of course.

Meanwhile, the image raises three questions for Dr Mumbo:

  1. Is Vegemite really a “perfect stocking filler”?
  2. Is Coles really already promoting Christmas gifts?
  3. Is two dollars off seven dollars really a saving of 25%?

(Spoiler: the answers are no, yes and no.)


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