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...