Was offered this on Facebook recently in that little Advertising block on the right hand side of your screen offering a free marmite cereal bar. So I though ‘What the hell… let’s give it a go.’ Well I got it in the post yesterday and I was impressed by how integrated the whole campaign was in terms of Marmite launching the new innovation. The objectives must certainly have been awareness and trial, with a higher focus on trial of the product since the messaging of the campaign encourages feedback on their new product.
The product itself, well, it falls under the general feeling around Marmite doesn’t it? You either love it or hate it. Well, I do like Marmite in general and the cereal bar is pretty good. It’s not overbearingly marmite, but you get the taste and it fulfils all the passport factors of being a cereal bar.
I don’t know if they’ve done any TV advertising around it, but the Outdoor is fairly ubiquitous in London and very eye-catching and engaging. I especially love the twist and the emotion it creates around even thinking of having a Marmite showergel, Fabric Softener or Perfume. In contrast, the cereal bar looks like a great idea.
Check ‘em out…
Ad Agency: DDB
An overall brilliant marketing campaign which fitted Social Media into its mix and overall strategy pretty brilliantly and was the first FMCG brand to do so. The bars were also sampled at tube stations and other places and the sample bars through facebook were obviously voluntary and you had to put in your address. So instead of Social Media i.e. Facebook Ad units being the main driver it was, in fact, only a part of the campaign for marmite to increase its reach.
Great Idea. Great Work.
