How smart are the people at Kraft (or their PR agency)? In the slow news time of early January they came out with the story that Vegemite would be changing its name. Now you don’t interfere with the name of a national iconic foodstuff without guaranteeing yourself millions of dollars of coverage in the media.
And that’s what they got… stacks and stacks of coverage all over the place… all for free!
Sure beats spending your own money!
Here’s a typical report resulting from this press release.
Where did they get the idea from? Well, remember the furore and media coverage they got when they wanted to change the name of Vegemite to iSnack 2.0?
If it worked once, why not try it again?
And attach an award to it so you look like you’re not doing it for purely commercial reasons.
Happy Australia Day folks! Of course Vegemite is one of the brands proudly owned offshore… not Australian owned any more.
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