Lessons learnt from the Kraft naming experiment from iSnack 2.0 to Cheesybite
Media, Public Relations | (0)
Kraft today announced that Australians have voted for a name to replace the seriously unpopular and high criticised iSnack 2.0.
Kraft gave customers the opportunity to vote for one of six names in response to the negative publicity. We're told that around 10,000 customers voted for Cheesybite, equivalent to 36% of the total vote making it the most popular name - just pipping 'none of the above'.
What seemed like a good idea to involve its customers in the process of naming a new product has turned into a significant issue for the marketing team and senior management.
On the upside, the fiasco ...
