Two and a half years after its iSnack 2.0 naming disaster, Vegemite is again building a marketing campaign around amending its name – this time temporarily rebranding the product as “Australia” in the run up to Australia Day.
Different versions of the jar, which also replaces the Vegemite red diamond with a map of Australia, will feature the stories of ten quirky Australians, including a member of Australia’s sudoku team.
The search for the individuals to be on the jars was launched last May in Vegemite’s “toast of the nation” promotion devised by ad agency JWT.
In a statement announcing the promotion, Vegemite marketing director Jenny Nolch said: “Changing Vegemite’s name to Australia for a limited time in the lead up to Australia Day is our way of showing some contemporary Australian pride. It’s about having a bit of fun and celebrating the irreverence of the Australian culture.”
Along with JWT, other agencies involved in the campaign are Carat, Tgarage and Royce.
In 2009 Vegemite ran a competition to name its new snack. It picked as the winner the name “iSnack 2.0”. But the decision rapidly became a national joke, and Kraft quickly renamed it Cheesybite.