[kmort]

Call me cynical but a very similar play happened with Kraft and their launch of a new Vegemite+cheese spread.

They named it "iSnack 2.0", were met with strong derision, opened up a naming contest, and finally settled with the consumer-selected "Cheesybite". This whole rigmarole earned them quite a bit of publicity. People were even buying-up the iSnack-labeled jars before the renaming thinking they'd become collector's items.

http://en.wikipedia.org/wiki/Vegemite#Vegemite_Cheesybite:_n...

"iSnack 2.0" and the new Gap logo are too terrible to happen innocently.