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.