Vegemite unveils new campaign via Thinkerbell to celebrate launch of Vegemite Squeezy

Today, iconic Aussie brand Vegemite is expanding its range - announcing the arrival of a new product - Vegemite Squeezy. Accompanying the launch is a new campaign via agency Thinkerbell.

Vegemite Squeezy is Vegemite, just squeezier and upside down in a squeezable bottle. If you thought that the limited-edition Vegeknife was the best thing since sliced bread, you will love the convenience of the new Vegemite Squeezy.

Says Matt Gray, head of marketing at Bega Foods: "We know that Aussies are passionate about their Vegemite and here at Vegemite, we take a lot of pride in making a range of Vegemite products that every Australian can enjoy. We're excited to launch Vegemite in this new convenient format. It's the great tasting Vegemite you know and love, just easier and squeezier."

"We know that cooking with Vegemite, fondly referred to as 'Australia's umami', is on the rise. From Vegemite and cheese spaghetti to Vegemite and cheese scrolls - Vegemite creations are popping up in kitchens across Australia. Vegemite Squeezy makes Vegemite even easier to use and enjoy - Vegemite enthusiasts will love the new addition to the Vegemite family."

How do you make anything 'Taste Like Australia'? To support the arrival of Vegemite Squeezy, Vegemite will be launching a new advertising campaign that lets people know how to make anything 'taste like Australia'. Simply squeeze a little bit of Vegemite in your spag, on your snag or your favourite snack. The campaign will be across out of home, digital, tv and other channels. The campaign for Vegemite Squeezy also builds off the media generated after the launch of the Vegeknife - highlighting the issue of cross contamination with Vegemite and butter..

QUESTION

Based on your understanding of line extensions (and other theories discussed), evaluate the new product from Vegemite.Hint: In your answer, consider the type of line extension it is, and the benefits and risks of this new product.

(Response structure

Two parts three or four paragraphs each

First paragraph should discuss the theory

Second and third talk about the advantages and disadvantages

How to use the theory if it works

Part two

Introduce the case

Advantage for this brand/case

Disadvantage for this brand/case

Recommendation)