Behind the Idea: Love it or hate it

Geoff Gower is digital creative director at archibald ingall stretton…  

A self-proclaimed lover of the classic and distinctive spread, Gower is impressed by a new campaign to launch the Marmite Cereal Bar. It takes a brave brand to acknowledge that some people may hate its product.  It takes an even braver one to run a national advertising campaign around the idea.  The campaign acknowledges that the cereal bar may be a product extension too far and plays on ‘love us or hate us’ advertising that Gower thinks has done wonders for the brand.

 ‘Spoof ads that play on advertising clichés will always be popular,’ says Gower.  ‘Using them to then bring consumers round to the view that a savoury cereal bar is reasonable is brave indeed.’

Created by ad agency DDB, the initial inspiration for the campaign came from wondering what would truly be a product too far, explains copywriter Will Lowe. ‘The art direction of the ads intentionally played on the advertising clichés that you see again and again; the child on the towels, the man in the shower, and the thin perfume model,’ says Lowe.

 
 
 

Marmite Perfume and Fabric Softener appeared online in early March. The hoax products initially bewildered members of the public who came across them.  ‘A number of the Facebook Love Marmite group members actually thought the products were real and have been trying to buy them,’ adds Lowe.

Meanwhile, two sets of posters launched nationally.  One set reveals the hoax with it’s strapline ‘This may be too far, but how about this?’  A second set is running without the strapline, leading the public to think that Marmite Fabric Softener might well be the real thing. 

The packaging for all three products was designed specially for the shoot and n sits in DDB’s reception in London. The perfume bottle is based on the original Marmite jar from the 1960s, which was translucent rather than opaque to show the product inside. 

‘This is a fun and engaging idea,’ says Gower.  ‘These days it's difficult to earn more than a few milliseconds of customers’ time but these ads really achieve this. Brands have to have enormous confidence to pull off ‘tongue-in-cheek’ so successfully.‘

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