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Doug's Domain
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Douglas J. Peckenpaugh is community director of content and culinary editor of Food Product Design. His career has centered on food and agricultural publishing, working as a writer, editor and publisher of magazines, books and websites. He also worked as a cook and restaurant manager while earning his B.A. in Professional and Creative Writing from Purdue University. |
What's in a Name?
Well, quite a bit, actually. Nevertheless, when it comes to an iconic product like Vegemite, a rose by any other name smells just as stinky.
When I ran across a piece on the recent hubbub down-under on Vegemite, I couldn’t help but think that the whole business reeked of creativity—after all, it certainly worked for Coke back in the 1980s.
Even though this Vegemite business didn’t involve a reformulation, it did strike me as a way to get their already-entrenched brand refreshed and back firmly in the front of Australian’s minds—change the product name to something undeniably goofy in line with Gen Z (iSnack 2.0), wait for the outcry, and then generate another new name (Cheesybite). I’m just waiting for the other shoe to fall as Vegemite Classic hits the shelves just in time for the holidays.
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