Even though the name of the product was dumped pretty quickly, you have to admit – we all remember the launch of iSnack 2.0 in September of 2009. How many other products can you name that were launched that year? None, I bet. Which is what makes the launch of this new product the most successful of the century.
The most important objective of a new product launch is getting consumers to try it; and within 2 weeks of the new name sales rose 47% and it was in 15% of households. These results were unprecedented, as normally it takes months to get that sort of market penetration.
Although some called it a failure, and it spawned many parodies like this one from Rove Live, surely this only made people more curious to try the product, and it resulted in millions of dollars’ worth of advertising that Kraft did not have to pay for.
Deakin’s own Paul Harrison even agrees in a 2009 blog that it was a great strategy and that it made him “hungry for some salty tasting, black goo on toast”!
Marketing experts at the time called it a “win-win” for Kraft and “good PR” and even suggested that it would “breathe new life” into the existing product, and the sales results proved this to be correct.
But what do you think? Was master marketing strategy by Kraft? Or did they just get lucky?