Love and Hate parties battled it out to either build a shrine to the brand or rename it “Tarmite.” In 2010, the brand spoofed the British elections. Messing with a much loved brand is never easy, but astute brand management involved ardent fans with the relaunch and enlisted another British icon, Paddington Bear, to bring the brand back to growth. The campaign was enlisted to introduce a new, “squeezy” container and extend usage to sandwiches. When sales once again started to slow in 2002 the campaign idea proved flexible enough to help revive the brand’s fortunes once again. The “Love it or Hate It” campaign brought to an end five years of stagnating sales and a weakening brand and led to sustained, penetration-led growth of around 5% each year for the next five years. The ad ends with the now famous super, “You either love it or hate it.” But the clinch ends abruptly as the young man gags. It features an young couple in passionate embrace. One of the original and most memorable ads in Marmite’s Love It or Hate It campaign was “Apartment,” aired in 1999. The campaign’s longevity and fame reflects the fact that even in its country of origin, the brand’s strong taste is “challenging.” (Few Americans can even stand the idea of Marmite and it is questionable whether many Brits would if they had not been introduced to the taste as children.) One loved the brown, savory spread and one hated it. 15 years ago Marmite’s own “Love It or Hate It” campaign evolved out of a difference of tastes among the creative team at DDB London.
This brown savory spread made from yeast extract has an incredibly distinctive flavor. When it comes to evoking passionate debate British brand Marmite has proven controversy can help build buzz and sales. If it does then this is a campaign that could run and run. For this approach to create the buzz the brand undoubtedly craves, it must evoke passion not just passing interest.
HATE IT OR LOVE IT COVER TV
Confess it on the left.” The TV ads are nicely tongue-in-cheek, featuring, among others, political guru James Carville (lover) and “Jersey Shore” star Pauly D (hater).Īmerican by citizenship but British by culture, I cannot judge whether people really love Miracle Whip enough to make this campaign to truly go viral. And if you love us? Well, we love you too. As it states “If it’s unfettered hatred, that’s cool. Miracle Whip’s campaign features its own YouTube channel that solicits feedback from the brand’s lovers and haters. Whether it is baseball, Justin Bieber’s new haircut, or brands, people love to take sides and argue their case.
Some commentators like Robert Passikoff think that encouraging people to hate a brand is a risky move, but in reality the campaign is simply following a tried-and-tested approach to consumer engagement, one that is ideally suited to today’s social media. “Are You Miracle Whip?” asks us to take sides: do you love the not-quite-mayonnaise or hate it? Miracle Whip’s latest campaign is intended to be provocative.
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