Marmite DM MARMITE TOOTHPASTE by Iris London

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Industry Sauces, Business equipment & services, Corporate Image
Media Direct marketing
Market United Kingdom
Agency Iris London
Art Director Libby Young
Copywriter Lucy Clarke
Released March 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: UNILEVER
Product/Service: MARMITE
Date of First Appearance: Mar 10 2010
Copywriter: Lucy Clarke (Iris Worldwide)
Art Director: Libby Young (Iris Worldwide)
Deputy Creative Director: Andy Regan (Iris Worldwide)
Media placement: DM - Direct Mail - 10th March 2010

Describe the brief/objective of the direct campaign.
Marmite, a yeast extract spread - that people either love or hate - decided to step into the world of cereal bars. Sweet, fruity cereal bars. Except this would be a salty, savoury cereal bar. Only 40% of people in research liked the taste. And even people who loved Marmite thought it was weird. So we had to get the bar into people’s hands and let them try it for themselves.

The strategy was to provoke people to try it, by showing that maybe the idea wasn't as weird as it could be.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Marmite’s R&D department are an imaginative bunch. They make stuff that even their most loyal eaters don’t like. So we wondered how far we could push Marmite inventions? How far would be too far? How about: Toothpaste. Fresh, zingy Marmite toothpaste.

It’s bizarre enough to make a savoury Marmite cereal bar seem normal, nice – and tasty enough to try.

So we sent the target audience a bar housed in what looked like a DM sample toothpaste box. The design details included health benefits, side effects and storage instructions that are all true to Mamrite.

Explain why the creative execution was relevant to the product or service.
Part of Marmite’s charm is knowing not everyone likes their sticky spread. Inside the pack, the cereal bar was revealed and followed up with two coupons: one for Marmite Lovers (with money off more bars) and one for Marmite Haters (with money off toothpaste - to help take the taste away).

Marmite are happy to laugh at themselves, so a product that made people think ‘Have they really..?” and investigate further was the perfect tone for both our audience and the brand. It would spark debate about what else Marmite could make – engaging everyone past the taste of the cereal bar.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Marmite toothpaste caught our audience’s attention and imagination. The pack exceeded our coupon redemption target by 81% - with redemptions at 5.47%. The DM created a huge buzz and debate on facebook: views increased by 135% and 3,000 new fans joined in. The packs were highly sought after – as soon as they landed on doormats they were photographed and featured on blogs and forum. One pack even sold on eBay for £22.