As a brand that knows it produces polarizing products that people either love or hate, Marmite created two fitting limited edition products for the summer. The two new Marmite jars are branded either as the 'Summer of Love' or 'Summer of Hate,' conveying that the extra light summery formula is either "lovely" or "loathesome."
The two spread jars make references back to the time of Woodstock and the summer of love way back in 1967, complete with flower power imagery and colorful umbrella graphics.
In an attempt to encourage people to love more than they hate, the brand will only be introducing 94 Marmite Summer of Hate jars across the UK—one jar for each day until the summer season is officially over.
What's Driving This Trend
- Polarizing Branding
- Creating limited edition products that reflect the love or hate associated with a brand.
- Nostalgic Marketing
- Using imagery and references from past eras to connect with consumers.
- Limited Edition Appeal
- Generating excitement and exclusivity through the release of a limited number of products.
Who This Affects Most
- Food and Beverage
- Exploring innovative ways to market and brand food products.
- Retail
- Utilizing limited edition releases to drive sales and create a sense of urgency.
- Marketing and Advertising
- Developing strategies to evoke nostalgic emotions and increase brand engagement.
