Damned if you do, Doomed if you don’t

A case study, Marmite.

Politics is a taboo topics that brands and marketers used to avoid. However, in an oversaturated market where everyone is fighting for the customers’ attention, having a meaningful and impactful campaign, especially in political and social issues, is a risk that many brands are willing to take. Over 60% of the customers believe that it is important for brands to express their stand on such issues and by being able to identify with the brands, customers will bound to be more loyal. Still, it is a gamble and there have been many brands that see themselves facing the opposite effect of public criticism, the Kendall Jenner’s Pepsi ad for instance. On the other hand, many brands have successfully integrated their political and social message into the marketing campaign that resonates with the customers like Heineken, Lyft and many others. One example than stands out to me is Marmite’s Hard Breakfast campaign in response to Brexit in 2019.

Marmite is a condiment that ensues a lot of polar opinions, much like the age old debate of those who’s absolutely dispised pineapple pizza and those who stand by it. This sandwich spread is known for their famous slogan ‘Love it or Hate it’ that they have been consistently using for over 20 years.

In 2019, admist the chaos, the UK Government put out three options to public voting: Hard Brexit, Soft Brexit or No Deal? Marmite’s war room has put out a social media and print ad on newspaper the very following morning, the time where people think of Marmite the most.

The ad plays off Brexit with breaksfast along with a tongue-in-cheek tagline: Dividing the nation since 1902 and the result was amazing.

The campaign was delivered at the right time to the right audience. The timely reaction of Marmite in regards to such topically news in addition to the right choice of media channels (social media and print papers). Not only that, Marmite was able to keep a consistent voice between the famous slogan and the new tagline with a humour that resonates with the British audience. The visual is simple and impactful just like their previous ads, and it works!

This is to prove that a good IMC campaign does not need to be elaborate, grand and extravagant. The success of Marmite proves that less can be more and sensitive subjects done right, can be very rewarding to brands.