JKR

The recent promotion for the Marmite snacks range, which builds on the love it/hate it campaign, struck us for its boldness and simplicity. It clearly reflects consumers’ attitudes towards the brand and is defiantly unapologetic for what it is.

Similarly the packaging design is un-compromising in its positioning: it has no claims or seductive imagery on pack extolling the virtues of the brand or making efforts to seduce wavering consumers. It’s brand first design in its purest sense: “I’m Marmite and proud of it!” so take me or leave me.

This also makes the product innovation feel like a coherent and a natural extension from the core product. Innovation projects typically aim to appeal to the widest possible audience, and we all know that the majority fail, partly because wide appeal means the products are neither loved nor hated and so blandly blend into the background. Marmite avoids this trap.