As a part of our "if Mother didn't tell you about Marmite, what else didn't she tell you?" campaign we created bespoke, completely unique Marmite blogger packs, custom designed and inspired by ten of the most relevant bloggers in South Africa. The blogger packs consisted of uniquely designed labels, front and back, with tag lines inspired by the blog, as well as a ‘fact of the day with taglines inspired by the blog, as well as a ‘fact of the day’ written on the backlabel . The packs also consisted of a jar of ink, an ink dip pen, a laser-engraved Moleskine with handwritten introduction,customized stickers and a t-shirt with an original Dark Days design on it,linked back to the website by the hash tagged number.
The design fit into the traditional parameters of the Marmite label, and was inspired by the look and feel of the blog, using their colours, iconic graphics and visual cues as a basis of inspiration. The attention to detail can be seen in the fact that each one is uniquely designed; yet closely related to the original Marmite label design. The tag line and writing was informed by the blog itself, taking cues from their writing style, their content and their attitude. The fact on the back was relevant to each blogger,which correlated to the graphic element used in the design.
The tactical use of bloggers was relevant to this campaign because bloggers have been doing what we endeavor to do with this campaign for years. They are the original ‘If Mother didn’t tell you about Marmite, what else didn’t she tell you?’ providers of the unknown. We wanted to speak to bloggers with a digitally savvy audience, who are constantly talking about brands, but are never spoken about. We thus featured them on our site, writing about their blogs, and saluting them for their socially savvy, up to date nature.
2013- Silver Cannes Lion- Packaging Design
2012 Silver Loerie- Direct Mail
2012 Silver Loerie- Brand Identity and Collateral
2012 Bronze Loerie- Integrated Campaign (part of)
2012 Loerie Craft Certificate- Illustration
Creative Director: Jake Bester:
Illustrator/ Designer: Dani Loureiro, Michael Tymbios
Copywriter: Gisele Human
Photography: Nick Muzik