Marketeers have won an 'epic fail' award after trying to capitalise on Apple's trick of sticking the letter I in front of everything.

Kraft have been peddling its Vegemite spread by giving a computer feel. They decided to call it iSnack 2.0. Vegemite is a vile tasting black spread which is popular in Australia and New Zealand and became famous in Europe with the song “Down Under” as liking it is a sure sign of being an antipodean. You need to be served it on your rusks as a kid to be able to identify as food and few adults who never grew up on it would touch it with a barge pole.

Obviously marketeers realised their problem and thought they would give it a bit of a computer image and link it to the rise of the iPod and iPhone. What they didn't realise there is nothing computish about it. It is a vegetable-based black yeast extract which looks like insulation grease you might use assembling a computer but that is about it. Steve Jobs, being a big fan of vegetables, might like it but that is about as close as vegemite is going to get to computer technology. Not surprisingly the Internet has dubbed the campaign an "epic fail" status.

Epicfailstore.com, an Australian company set up to sell t-shirts depicting some of the better known viral examples including several famous Bushisms, today added the iSnack 2.0 to it's online offering. You can now buy the iSuck 2.0 shirt with a picture of the new Vegemite jar. The name was chosen in a public naming competition on Saturday but has been given the collective thumbs down by consumers.

It was the the second most talked about topic on Twitter within 24 hours, spawned Facebook hate groups, blogs and has prompted a torrent of online bile. Apparently the US-based Kraft was rethinking the brand name which is already on half a million of the iSnack jars due to go on sale in Australia.