8/17/2023 0 Comments Cookie crisp slogan![]() “Crisp In or Crisp Out is deliberately uncomplicated at a time when a lot of things feel complicated.” He also touches on the loyal cohorts of fans that the slogan has recruited, adding that the brand now has “lifelong fans who will promote their love for the product whenever it is mentioned.” Undoubtedly, this simple slogan has secured the Unilever- owned firm’s ongoing success through several decades despite the one-dimensional nature of its primary product.ĭenhard believes that this highlights how “an easy message can be key to success and specifically key to sales success, their slogan alone has likely driven thousands to try their product who may not have.” In Denhard’s eyes this clearly shows that Marmite “truly understands its product and truly understands how to connect with its customers. He argues that Marmite’s decision to continually recycle variations of the same campaign demonstrates an innate understanding of its customer base, consumers continue to react positively to and engage with ‘Love it or Hate it’ even across generational divides. Marketing growth expert Danny Denhard concurs, pointing to the brand’s audience engagement as key to its success, stating: “Marmite has led the way for brands to lean into what their customers know and think about them. ![]() It has had such an impact on the collective cultural consciousness that a new term, ‘Marmite’ has been coined to describe someone, or something that you either love or hate.Ĭreated by London- based Adam&EveDDB in its then-incarnation of BMP DDB, ‘Love It or Hate It’ crystallises a product’s polarising nature like no other campaign has yet done, and the success that both brand and agency have reaped from it show why. The slogan has become so successful that both it and the brand are now inextricably linked. Launched in October 1996, the phrase ‘Love it or hate it’ has become synonymous with the Marmite brand, catapulting it into becoming a British cultural icon. “Their slogan alone has likely driven thousands to try their product who may not have.” ![]() Here we break down historic campaigns from the likes of Marmite, Cadbury and Walkers – all powerhouses of the FMCG industry who have masterfully manipulated public perceptions to create hyper-dedicated consumer fanbases. With this tactic, brands will essentially look to divide and conquer consumers, and by creating strong enough emotions among the public, will be able to recruit new, ultra-loyal consumer cohorts. As a simple and effective way of raising awareness, the ongoing conversations resulting from consumer debates are like gold dust to businesses and agencies.īy creating disagreement, argument or even open, albeit jovial hostility between consumers this kind of advertising can generate a sizeable buzz that traditional campaigns simply can’t match. With the release of the latest instalment in Walkers’ ‘Crisp In/Crisp Out’ ad series, Marketing Beat takes a closer look at other similar campaigns by British household names and seeks to understand just why such ads are so successful.ĭebate-led promotional campaigns will always generate audience engagement, something that is pivotal if a product is to sell well.
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