Vegemite Mashup

This morning I read in the Sydney Sun-Herald (yes, I'm old enough to read newspapers in hard copy) that the winner of the Kraft Foods competition to name Vegemite's new cream cheese-laced version is Vegemite iSnack 2.0 . The news is also widely reported on the web. Try http://au.news.yahoo.com/thewest/a/-/mp/6103975/wa-web-designer-names-new-vegemite/

The entry was submitted by Perth web designer Dean Robbins - maybe he's a graduate of Curtin? His entry was "tongue-in-cheek", borrowing from both the "i" naming phenomenon and Web 2.0. But applying it to Vegemite? I'm quite happy that Dean should submit such an entry, but for Kraft to award it the first prize is quite amazing and it adds something to my understanding of how modern marketing works!

Now, I'm even spreading Web 2.0 on my breakfast toast!