╠ An Unhappy little Vegemite ╣

Now I love my vegemite. Whenever a tourist comes to town I'm the first to try to convince them to try the wonderous goo that they sometimes confuse for chocolate. But unfortunately when it comes to their last campaign, I'm not as proud as I used to be.

I refer of course to the New Vegemite. I'd add a slogan here but the only message I seem to remember is that apparently it's just like the old Vegemite. Hmm, something that goes in a sandwich that tastes just like Vegemite? Wait, isn't there already something that does that...idno, maybe original Vegemite.

So a campaign centered around completely cannibalizing your own product by replacing it with itself...how could it ever fail? Especially when the product has no name and it becomes the consumers job to name this product that tastes just like original vegemite.

My complete confusion at this campaign seemed to be endless. So I thought the best way to solve it would be to stop listening to the campaign and actually just try the thing...and you know what...It tastes just like vegemite except that you have to keep it in the fridge, and the list of ingredients on the back is about 10x as long.

The only possible upside that this campaign could stumble would be that having vegemite in the fridge as well as the upboard would increase exposure and possible usage? Long shot but maybe, or secondly this new vegemite seems to require more substance to achieve the same level of taste so it could be increasing turnover due to it's own sheer inefficiency...

I would've thought I would at least be able to understand a campaign by people who were able to create such a strong brand image as the happy little vegemite. But it just eludes me. If anyone knows the secret to why this campaign isn't a complete waste let me know v_v