Nothing sweet about it Marmite


Marmite has been losing ground to sugary and chocolaty spreads and needed a fresh way to attract consumers back to "the dark side" without sacrificing the brand tone.

We created a campaign that appealed to, and celebrated the inner dark in all of us. Three not-so-sweet yet charming brand characters were created (i.e. Potty Mouth, Worry Wart and Smarty Pants) and brought to life through deliciously dark poems, darkly illustrated posters and a cheeky radio campaign. We then invited the viewers who embraced their dark side to treat themselves to something that, like them, isn’t very sweet either – Marmite.

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