X's and O's for Marmite fans

February 23, 2010
/ Print / Reprints /
ShareMore
/ Text Size+


Commemorative jars were delivered to 160 fans of Marmite, the soy-sauce-like spread made in the UK, to announce the March release of a new “extra mature” variety called Marmite XO. The jars were developed through a social media campaign that recruited fans to become part of the “Marmarati” that would refine the flavor, share their story and, of course, receive one of the limited-edition packages. Each jar is hand-dipped in black wax and stamped with the gold crest of the “Marmarati.” Lids are finished with a watchstrap detail and individually numbered. “It’s a testament to the quality of the design that when we ‘leaked’ images of how it would look, Twitter and Facebook exploded with conversation,” says Unilever’s Tom Denyard, marketing manager for Marmite. Why brands should care: Are you reaching out to your most passionate consumers? And are they advocating on your behalf? (Package design and campaign creative: Core Design, www.coredesign.co.uk)

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/12/14 2:00 pm EST

Packaging Matters™: A study on packaging’s impact on shopping behavior, product satisfaction and trends in the global marketplace

On-Demand Packaging Matters™ is MWV’s study of the role of packaging in product satisfaction.  In its second iteration, the research has expanded to 10 markets: China, India, Brazil, Russia, Turkey, South Africa, U.K., Germany, Japan and the U.S. We study packaging because it matters to brand owners, retailers and consumers around the world. Packaging impacts shopping behavior, influences product satisfaction and motivates consumers in global markets in different ways.

THE MAGAZINE

Brand Packaging Magazine

brand packaging april 2014

April 2014

The April 2014 issue examines the topic of "Green Fatigue."  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DG_2013Cover.gif
Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products

SDG

STAY CONNECTED

facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.png