Is Kraft taking Australians seriously? Or is this some sort of joke at our expense?

It was bad enough when Vegemite, the greatest sandwich spread in the history of all humankind, was given a sibling spread that took Vegemite and pre-mixed some cheese for a 'new taste'. But after a three month long naming competition with reportedly 40,000 entries, during a big Grand Final weekend Kraft announced the new product would be named iSnack2.0.

Unbelievable.

On one hand, iAnything is totally iLame if you are not Apple. On the other, the whole '2.0' meme has been done to death and is another flavour of lame by 2009 standards. Put them together and you have a combined force of lame that simply cannot be taken seriously. And THAT is all based on the product actually having something to do with technology.

So to go the lame tech naming route for a food stuff? This just reeks of marketroid effort to 'be cool' but come off as being about five years behind the curve.

OR... has the whole new Vegemite thing been a 'new Coke' marketing concept? Maybe Kraft never intended to make this new thing a long-term product with a name that could live on shelves for years to come. It's all been an elaborate ruse to remind us why we love the real Vegemite so much.

And I've just gone and done just that. Damn. But, no. Sorry Kraft. Doesn't change the fact you officially sound like you have not viewed a website since the Rick Rolling arrived. In case you need a reminder, Kraft, I've got a great essay on the importance of product marketing in the online age right here.