The new Marmite campaign, that is. This is a brand that has managed to inspire and harness both negative and positive brand associations to its advantage.
Since the ’90s, consumers have associated Marmite with the love it or hate it tagline thanks to their ever successful above the line advertising. Today, they have very cleverly extended it to everything they do, including their web presence and CSR activity by offering consumers free Horrid Henry audio books in association with Reading for Life when they buy their jars of Marmite.
This is a great example of how you can marry interesting and fresh content with existing strong brand messaging. Keep up the good work, Marmite. We’d welcome any ’samples’ you might want to send through to the Lindsell office … but perhaps not the Marmite flavoured washing powder.
Tags: advertising, brand marketing strategy, marketing communications strategy