So I’m typing on my iComputer, watching iApprentice whilst juggling the choice between an iStrawberrybananasmoothie or round 2 of my famous iSpaghettibolognese.

STOP

Does that sound right?

NO!

Why? Just because it’s IN does not mean adding an i magically gains a product instant social acceptance.

The concept of an i something works great in the tech field thanks largely to the badge power of the famous Apple products. Whilst it brings a perception of personalisation and ownership, that sense of self is directly related to technology and unfortunately does not tickle the taste buds when it comes to culinary wittiness. And why would it? Technology is clinical and sterile. Is food?

The worst thing about this publicity campaign is that Vegemite was voted the most recognisable Australian brand last year, so why would any marketing guru with the spinning top hat want to rebrand a product that is INTERNATIONALLY recognised?

With such findings, the direction would be to BUILD on the Vegemite brand, not to erase the name, take it in a brave new direction and end up alienating the brand’s key adovcates.

Did it do what it tends out to do? Hell yeah, iSnack2.0 (and i shudder as i type this) sold in excess of 2 million jars since the promotion and in that case, there are some real happy pointy heads at the Vegemite office.

BUT

What is the cost of tarnishing such a reputable brand name?