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除了袋鼠和考拉，Vegemite抹酱同样被用来代表澳大利亚。生产Vegemite的Kraft食品公司大胆地在澳洲国庆来临前推出限时纪念装，除了将传统的菱形图标改成澳洲地图之外，更令人称奇的是，公司决定讲Vegemite改名为Australia。
Kraft专门负责Vegemite市场推广的Jenny Nolch自豪地宣称，改名的决定正是为了凸显作为一名澳洲人的骄傲感。
这一决定的市场反响如何尚不可知，但是Vegemite在过去的一次市场行为中却并未获得良效。Vegemite在推广芝士味Vegemite时使用了iSnack 2.0的名字，不料这一名字仅仅在超市货架上生存了5天。消费者纷纷职责Kraft过于标新立异。
除了改名，Kraft还计划在Vegemite瓶子上印上十个普通澳洲人，来庆祝每一个澳洲人取得的特别成就。这些人物包括去年八月在德国获得世界银牌的十九岁下女子长曲棍球队。
Vegemite changes its name to 'Australia'
http://www.news.com.au/business/vegemite-changes-its-name-to-australia/story-e6frfm1i-1226237296078
VEGEMITE is taking its national iconic status to a whole new level - it's changing its name to "Australia".
In the lead-up to Australia Day and to celebrate the Aussie spread’s 89th year, Vegemite will rebrand its jars to become simply “Australia”, featuring a map of Australia in the place of the famous Vegemite red diamond shaped logo.
“Changing Vegemite’s name to Australia for a limited time in the lead up to Australia Day is our way of showing some contemporary Australian pride,” said Jenny Nolch, Vegemite marketing director.
But the reaction from the Australian public to Kraft’s latest marketing campaign is yet to be seen.
The last time Kraft tried to rebrand a Vegemite product, a cheesier version of the spread which they called "iSnack 2.0", it lasted only five days on the shelves before it was met with huge public backlash for daring to play with the national brand.
As part of Vegemite’s name change for Australia Day, Vegemite is also featuring ten everyday Aussies front on its jars in the lead up to January 26, to celebrate the extraordinary achievements of ordinary Australians.
One of the chosen groups to feature is the Under 19 Women’s Lacrosse Team - South Australia, Victoria and Western Australia.
The young side's passion and dedication shown in winning a silver medal at the under-19 women's world championships in Germany last August earned them the Vegemite People's Choice Toast of a Nation award.
Despite being edged out by the US in the final, the 11-14 scoreline was the closest any team has come to beating the Americans since 1995.
The team's South Australian coach, Trish Adams, who is a former captain of the Australian lacrosse team, said it is a special feeling to be featured on a Vegemite jar.
"The entire team feels proud to represent Australia in the sport of lacrosse and it's a real honour to be acknowledged for our hard work and achievements," she told Adelaide Now.
The team also received $10,000.
Others to receive the honour include Victorian Peter Schiff, who has donated blood for 57 years - saving more than 1600 lives, wheelchair tennis star Ben Weekes and the Australian Sudoku team. |
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这种情景，华人孩子之间真的很难看到。。。 (2009-3-2) JuliaTung 
发表于 2012-1-5 16:13
