It’s the product without a middle ground. It’s brown and gooey; you either love it or hate it; and that is the key to marmite’s marketing strategy: publicly acknowledging the consumers’ love/hate relationship with the brand.
Although risky, there have been some highly entertaining advertisements, which have caused enough contention in passing conversation on public transport and in the homes all around the UK.
Unilever have been extremely clever in their branding, even releasing a website which gives you the choice of which micro site you can visit depending on your marmite affiliation.
If you hate it (like I do), then you can read and learn about marmite from a thoroughly negative background. Although, all it does is further promote the brand’s merchandise, which ultimately is the website’s primary function:
Despite the efforts of a committed protest group, Save Our Tastebuds, the taste for Marmite runs unbridled through the land. Distribution is at an all time high with many households and almost every corner shop stocking the noxious gunk. These are troubled times indeed…
On my way to work this morning, I saw Unilever’s (owners of the Marmite trademark) new ad campaign, which I personally think is genius: advertising a cereal bar using images associated with non-food, commerically popular brands.