It wasn’t so long ago that Kraft was issuing a challenge to the general populace. They had specially labelled jars of Vegemite that offered everyday folk the chance to help in naming the latest variation of their popular spread. With some 48,000 suggestions, you wouldn’t have been mistaken for thinking it was safe to assume that the result would be something special. While the outcome was unique (to say the least), it was far from popular, with the name almost universally condemned. The ‘controversial’ name was, of course, iSnack 2.0.
People aren’t likely to forget that marketing faux pas anytime soon, but in a genius move Kraft has set their sights on a pursuit that may well earn them a Nobel Prize. According to this article on the PopSci front page, Kraft is hard at work on a type of packaging that will stop chocolate bars from melting when they heat up.
I’m struggling to think of a more noble pursuit, even if it may be somewhat motivated by sweetening their image of the still not-so-long-ago iSnack 2.0 slip up. And what better way to make the public forget about the iSnack 2.0 debacle that was certainly a low point in terms of publicity for Kraft?
While I’d like to believe that the appeal of chocolate is an innate urge within all of us, we have, at the very least, been socially conditioned to believe in the soothing/repairing possibilities of chocolate. So while I can foresee a potential backlash if Kraft creates the hopes of a possibility of a chocolate bar that doesn’t melt under heated conditions and doesn’t deliver, if they manage to pull it off they will have wiped their iSnack slate clean… at least in my mind.
What do the rest of you think?
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but whats the point of chocolate that doesn’t melt in your mouth?
Melting in your mouth is good, but melting in your hand… not so much.