One Hero and one Zero (bad enough for two!) this week — Sony and MTN — and a look at the Marmite #GetItRight campaign.
What is it about Marmite that makes the yeasty spread such a perennially relevant brand? Perhaps it is because the dark, salty sandwich favourite has been around for almost 110 years, but my bet is that it is, in part, because the people who market the brand are clever. Oh so very, very clever.
In the UK, the makers of the dark brown paste where intelligent enough to work with an advertising agency that told them that not everyone was a lover of Marmite, and that the sandwich spread shouldn’t try to be all things to all people.
Harvard Business Review tells how Marmite’s brilliantly controversial ‘Love It or Hate It’ campaign was born 15 years ago out of a difference of tastes among the creative team at DDB London. “One loved the brown, savoury spread and one hated it. The campaign’s longevity and fame reflects the fact that even in its country of origin, the brand’s strong taste is ‘challenging’.”
MarkLives.com picks its favourite campaigns from the 2012 Loerie crop.