Marmite’s latest advertising campaign has been attracting a fair bit of controversy here in the UK. If you haven’t seen it here it is:
What do you think?
My own view is that it is clever advertising. It is absolutely clear what is being advertised and the style is totally consistent with the way people feel about Marmite. Marmite is something people usually love or hate, there are no half way measures. The advert recognises this.
Using a TV documentary style with a voice over from the instantly recognisable Michael Buerk adds gravitas. The story telling style of the ad is very current and keeps viewers engaged throughout the advertisement. The call to action is very clear:
Just don’t forget it.
This acknowledges the fact that there are Marmite haters, no amount of advertising will ever make them buy the product. What the advert is trying to do is to remind those who do like Marmite to buy it and use it. I think its time to get my jar out from the back of the cupboard!