Right. So they dropped the name. Some would claim that this proves that Kraft didn’t plan any of this.
I’m not giving up on the conspiracy theory just yet though. It just needs some adaptation.
The articles I’ve read so far all mysteriously contain some comment like this:
The half-million jars bearing the new name are destined to become collectors’ items to be traded on eBay.
The new hypothesis is that this was the core of the plan. Kraft sends out a limited number of jars with the crappy name before deciding on a new one. When making the announcement, a spokesman casually mentions that the existing iSnack2.0 jars will probably become collectors’ items. The media obediently pass this comment along.
Everyone rushes out and buys one, planning to use it up, clean it, and sell the empty jar or keep it as a memento. For 24 hours, iSnack2.0 is the best-selling spread in history. Many of the customers decide that they like it, and buy it again under the new name. Kraft are credited with admitting their mistake and reacting quickly to customer feedback, while raking in the profits.
Look, it’s possible. And I still think it’ll happen, even if they didn’t plan it that way.1 comment