Vegemite Goes Digital

When an iconic brand decides to alter it's product for the first time in some 85 years there's bound to be some lively debate.

"The makers of what is arguably Australia's most identifiable food may be American, but they are well aware of the danger of tampering with a national icon.

Which is why the people at Kraft Foods took the advice of more than 300,000 Australians before they meddled with Vegemite." The Age June 14, 2009

As Coca Cola found out, listening to what consumers prefer the taste of doesn't always guarantee success. But what has been interesting is the use of online to support this campaign which many FMCG's have refused to explore.

With a simple web presence, some online display advertising - Kraft have capacity to extend the reach of their campaign far beyond the typical shelves and screen approach.

There has been a tonne of User Generated Content campaigns around lately but Vegemite has the real ability to engage users - with a wholesome brand that has talkability.

There has been some early traction on Twitter, Facebook and the How Do You Like Your Vegemite website but I fear Vegemite won't switch from the current one-way communication and truly take-off. Either way, it will be interesting to see how this plays out.


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