Wanna make your brand more Aussie? Just add vegemite
September 11, 2023 10:33
Australians are being asked to vote on an issue of national importance. If we don’t get this vote correct, it threatens the very fabric of our nation as a whole.
I’m talking, of course, about the proposal being put forth by Uncle Tobys and Vegemite to release into the public what they’ve dubbed a “brand-new breakfast experience” – Uncle Tobys Oats with Vegemite.
“This new taste sensation sees Uncle Tobys’ smooth and creamy oats combined with the savoury notes of Vegemite, perfect for those who want the taste of oats with a new flavour twist.”
I assume this is the agency coming to the brand with co-lab ideas to generate headlines and buzz about the brand. Just waiting for the Distinctiveness vs Differentiation folk to come out of the woodwork and start telling us what they think.
The fact that none of these products are ever around for a long time show it’s more about the free publicity and advertising they are guaranteed to get rather than caring if the product is liked or not. If fact the more “shocking” the combo the better for headlines, right? As customers we get the marketing strategy and it’s getting boring. At least they aren’t putting it in our coffee or deodorant, this year.
It’s Bega who own the brand and have green lit these extensions into the world (plus a bunch of merch). Not Kraft and hasn’t been for a while.
Would be good to see the sales data on these. as most are never extended
Ummm. Who to blame? Have a look at how many JV’s were done under Krafts ownership of the brand – just one or two in 75 years. Since Bega has owned it, and Vegemite is back under Australian ownership the brand has proudly sung about being Australian and that it “Tastes Like Australia”, further, there’s now a massive proliferation of shared value ideas building the Vegemite brand – and business.