Editorial: When democracy isn't the best approach

A salutary tale emerges from Australia, where Kraft Foods ran into a problem when it polled people to pick a name for a variant of its Vegemite brand.

It seems the winning name - iSnack2.0 - was a large-scale loser with consumers. Now the name has been changed to Vegemite Cheesybite after a second poll. And the moral of this story? Leave this sort of thing to marketing experts who know what they're doing.


You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now


Our new premium service offering bespoke monitoring reports for your company.

Find out more

Become a member of Campaign

Get the latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now