Marketing Marmite: how an advertising agency started a culture war economist.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from economist.com Daily Mail and Mail on Sunday newspapers.
A golden era for poster advertising?
Often seen as old-fashioned, print and poster advertising is enjoying something of a renaissance. Our ad correspondent Ben Kay examines what might be driving the change 07/05/2021 7:16 am
Something unexpected happened last year: advertising’s oldest medium became an advert for the entire industry by helping to bring the UK together.
Posters really stepped up, offering the country insight, beauty, information, celebration, charm, wit, warmth and elegance at a time when those things were sorely needed. (By the way, I believe something similar also happened in other countries outside of the UK, but as a resident of Los Angeles, I can tell you that the only unusual outdoor advertising I saw were billboards that stayed up for months, poignantly advertising ‘coming soon’ films that never came.)
64 votes
Adam&eveDDB, in partnership with Mindshare and Kinetic, have delivered a suite of explosive OOH special builds to celebrate the launch of chili-infused Marmite Dynamite, encouraging both lovers and haters to handle the new product with extreme care.
The launch execution features the giant lid of a Marmite Dynamite jar, which has exploded out of a 48-sheet poster and into a nearby car windscreen. Follow up executions feature huge lids blown skywards and hooked onto nearby buildings and trees.
Whether you love it or hate it, this eye-catching and unique OOH campaign will absolutely remind you to be careful with your jar of Marmite Dynamite.
Unilever has added a limited-edition spicy variant to its Marmite range.
Marmite Dynamite combines the traditional yeast extract-based spread with chilli to provide an “explosion of flavour”.
The product was launched exclusively in Sainsbury’s over the weekend with a 250g jar costing £3.99. However, it will only be available for a six-month period.
Sophie Allan, Marmite Brand Manager, said: “Literally hot off the press, new limited-edition Marmite Dynamite is a taste explosion which needs to be handled with care.
“We’ve ignited breakfast tables before with our Marmite Peanut Butter, but this is set to send shock waves in kitchens up and down the country.”