Brand Naming: Kraft Foods' "iSnack 2.0"' Controversy in Australia

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Case Details:

Case Code : MKTG249
Case Length : 23 Pages
Period : 2009-2010
Pub Date : 2010
Teaching Note :Not Available
Organization : Kraft Foods Inc.
Industry : Consumer Packaged Goods
Countries : Australia

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Is Crowd Sourcing a Good Idea for Brand Naming?

Many advertising experts applauded Kraft's strategy of crowd sourcing the name to create awareness about the new product. According to them, the success of the branding exercise was evident in the instant buzz it created about the product, in both offline and online media...

Branding Strategy Gone Wrong or a Clever Marketing Ploy?

Industry experts and critics remained divided in their opinion on the success of the branding exercise. While some suggested that it was a poor marketing decision that caused considerable brand damage, others believed in the conspiracy theory - that it was a cleverly planned publicity gimmick which generated unprecedented brand awareness for a new product...

Employing New Media - A Two-Edged Sword?

In view of the hype the entire naming controversy generated, many experts commended Kraft for its daring effort of engaging the social media for generating publicity...

Kraft's View

Accepting the fact that Kraft had received an unprecedented amount of negative reaction from the public, Talbon clarified in a press statement that this was not a marketing ploy by Kraft as understood by the public...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Renaming to Cheesybite

Even after the iSnack debacle, Kraft was not discouraged from employing crowd sourcing strategy and it decided to go in for another round of the naming contest. But in its second attempt, it redesigned the contest process to involve consumers' preference in the final name selection...

Looking Ahead

Experts opined that the Cheesybite name would create legal problems for Kraft in future. They pointed out that Pizza Hut had already registered the Cheesy Bite trademark for one of its pizzas in March 2006...

Exhibits

Exhibit I: Timeline of Kraft Foods
Exhibit II: Health Benefits of Vegemite Nutritional Benefits
Exhibit III: Global Sales Data of Vegemite
Exhibit IV: 'Name Me' Jars
Exhibit V: 'iSnack 2.0' Jars

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