A major brand crowdsources and you may have never heard of them

We here at GeniusRocket love to see major brands turn to crowdsourcing, even if they are major brands you may have never heard of. The more that do, the more that come knocking on our door. Most brands love the idea of crowdsourcing marketing and advertising content, but would prefer that a community of talented artist take a swing at it. So when I saw that Vegemite was crowdsourcing the rebranding of its name, I hoped it was a sign of good things to come.

If you have never been to Australia, I would highly recommend it. In my opinion its one of the most amazing countries in the world. It is also the home of Vegemite. Personally I never acquired the taste for Vegemite, but its a product that is as much a part Australia’s culture as Coke or Pepsi is to the US. (Heck, its even in a Men at Work song) As AdFreak.com stated this “mysterious substance celebrated in music from the 1980s and which, unlike Foster's beer, is consumed by actual Australians living in actual Australia.

Recently Vegemite launched a rebranding campaign asking people (in Australia) to rebrand the product. They even launched a video campaign to promote the crowdsourcing effort.

Also check out their site

I am not suggesting all brands will start crowdsourcing their rebranding efforts, it can be a very scary proposition to a brand manager to open up the creative flood gates. However, the results of Vegemite’s crowdsourcing campaign may influence a few major brand managers across the water here in the US to take the risk.

About the author

Peter is an industry expert at GeniusRocket, focused on the dynamics of online media and community driven content. As EVP of Marketing and Operations he oversees day-to-day activities of the company.