Marmite originally launched its iconic 'Love it or Hate it' campaign in 1996, which plays on the fact that its breakfast spread has a polarizing effect on consumers -- to build on this notion, the brand recently launched a new, tongue-in-cheek campaign using branded sandpaper that modernizes its original slogan.
Marmite distributed bright yellow strips of sandpaper just in time for the second Ashes Test in the Lords' Cricket Ground match featuring England and Australia. The branded sandpaper states 'love it or hate it, we won't be tampering with it. #MarmyArmy' and references the 'Sandpapergate' Australian cricket scandal in March 2018.
The humorous new promotion is part of the brand's wider activation that includes Marmite jars and badges being distributed at Lords' Cricket Ground.
Branded Sandpaper Promotions
Marmite Pushes Branded Sandpaper for New National Cricket Game
Trend Themes
1. Branded Sandpaper Marketing - Marmite uses branded sandpaper in its cricket game campaign, sparking new ideas for marketing tactics that promote a polarizing message.
2. Humorous Brand Promotions - Marmite's new campaign shows that humor can be used to promote a brand, opening the door for other companies to add a comedic touch to their own promotions.
3. Nostalgic Advertising Campaigns - Marmite's use of its original slogan in a modern campaign showcases a trend in reviving past advertisements with a contemporary twist.
Industry Implications
1. Sports Marketing - Marmite's branded sandpaper campaign demonstrates opportunities for sports brands to use humor in their promotions to engage fans during sporting events.
2. Food and Beverage - Marmite's humorous approach to marketing its breakfast spread highlights disruptive innovation opportunities for the food and beverage industry to incorporate humor into their advertising strategies.
3. Marketing and Advertising - Marmite's marketing strategy sets an example for advertising agencies, showing how humor and nostalgia can be effective tools in promoting a brand and attracting consumers.