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Australi Consumer Enhanced Goods

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Australi Consumer Enhanced Goods
Australia; Consumer packaged goods

Abstract:

This case is about Kraft Foods Inc's decision to launch a breakfast spread with the name 'iSnack 2.0' in Australia, and the controversy that followed which forced the company to withdraw the brand name. The company had decided to give the name 'iSnack 2.0' to a new version of the Australian food icon - Vegemite - in September 2009. While the company felt that the name it had arrived at after conducting an on-line brand naming contest would appeal to the generation Y segment who were using popular products such as the iPod and the iPhone, the target segment rejected the name outright and there was a huge backlash against the company. Marketing and branding experts were divided in their reactions
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