Tuesday, August 01, 2006

Marmite Squeezy Spread






A campaign from DDB London for Marmite Squeezy Spread. It won a Cannes Silver recently. I don't entirely understand the idea here. Can you explain why any manufacturer would assume that his consumer might hate his product!

12 comments:

D. Coelho said...

This is the slogan of the product since the 90's.
And also is very true.
A prove that you can sell thibgs telling the true and not saying things like: the better, the most delicious.

Cyhwuhx said...

.::: Due to its rather unique taste it manages to polarise opinion about it. You either taste it once and never again or simply love it and keep buying it. Although the negative aspect is not exactly a good attribute, the polarisation is rather unique to the product and already well positioned within the general consensus. Instead of fighting it, the advertising campaign simply seized this notion and strengthened it. A rather smart idea.

You can't change someone's taste, but by emphasizing it as either a product you love or hate, people will at the very least be interested in trying it. After which they will fall into either of the camps, adding fuel to the fire. It also makes the product a lot more honest to the public.

Anonymous said...

The website of the company is very funny in this regard.

I wonder if this is a total ripoff of Vik Muniz or they had him do the art. I certainly hope it is the latter.

Anonymous said...

The website of the company is very funny in this regard.

I wonder if this is a total ripoff of Vik Muniz or they had him do the art. I certainly hope it is the latter.

phon said...

Australia has a very similar product, Vegemite. And I love it. Most people hate it though.

These ads work because they have a simple and honest message: marmite isn't for everybody but those it will appeal to, will LOVE it..

Perspective Inc. said...

I love the art work for these ads..

Anonymous said...

very simple message for those who enjoy football. The man in the draw is Jose Mourinho, portuguese coach from Chelsea football Club. Well, I think that a lot of people don't like him, because he came, saw and won everything in Premiership. I have to say that he is a little arrogant and rude sometimes. And that's what the ad wants to show. Or you like him, or you just hate him. Cheers from PORTUGAL

Anonymous said...

Marmite is an acquired taste. Really you either love it or hate it, i don't get the third one, can't make out the image

cipher said...

thanks everybody, things are clearer with all that feedback...cheers!

Phish said...

to my brother it tastes like bitter fungus. maybe that's why i like it :)

it's a lovely campaign where art and the idea seamless leap out and communicate the message.

wish i did it.

João Mãos de Tesoura said...

You asked why a manufacturer would assume that his consumer might hate his product. I assume you are from India, so you can do good abstractions and… have big problems to reach earth. Actually, the manufacturer message stress that no one can be indifferent to its product. See, quizzes have solutions even if they where sacred cows.
Cheers

P.S. Sorry for the provocation! I’m Portuguese and that’s my idiosyncrasy.

Anonymous said...

The third image is bullfighting.