Marmite conducted research to better understand the South African youth market and what they thought about Marmite. The results were astonishing – Marmite had very little relevance to current youth culture, a large proportion of which didn’t even know about Marmite, aside from it’s iconic logo design. It turned out that kids aren’t being raised on Marmite anymore. Back in the day, if your parents ate Marmite, you ate Marmite. This pattern seems to have stopped and there is now a whole generation of people who don’t know that Marmite exists.
Three months into the Marmite ‘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 made and inspired by ten of our favourite, and 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’ written on the back label, specifically relevant to the blog. The design followed the traditional parameters of the Marmite label, but was inspired by the look and feel of the blog, using their colours, iconic graphics and content as a basis of influence. 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 the Dark Days design on it, linked back to the website by the hash tagged number.
The tactical use of bloggers was both relevant and advantageous to this campaign. Because the Marmite website functions as a blog, broadcasting relevant and new information every day in bite sized chunks, we wanted to speak to bloggers with a digitally savvy audience, who were up to date with the things that Marmite was talking about. The blogger packs were created to salute bloggers from around the country, 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.
Silver Loerie 2012- Direct Mail
Silver Loerie 2012- Brand Identity and Collateral
Bronze Loerie 2012- Integrated Campaign (part of)
Creative Director: Jake Bester
Designer: Dani Loureiro
Illustrator/ Designer: Dani Loureiro, Michael Tymbios
Copywriter: Gisele Human
Photography: Nick Muzik