How Marmite increased sales by 33% with the Gene Project

Through a genetic study uncovering the science behind love or hate for its product, UK brand Marmite launched a PR-heavy campaign that once again played on its "You either love it or hate it" message in a fresh way.

It is not often that you come across a brand willing to admit that its product is not for everyone. Unilever-owned Marmite is such a brand, having based decades of communication on candidly acknowledging its divisive nature through the familiar "You either love it or hate it" slogan.

Through the years, Marmite's controversial advertising has given "hate" and "love" equal space. In 2012, the brand secured one of the most coveted sponsorships in the UK, filling Oxford Street with Christmas lights depicting Santa and his elves reacting with either cheer or disgust to a taste of the spread. In 2013,...

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