Marmite is now hacking other brands' ads in its 'Mind Control' campaign
It's inserting itself into TV and radio spots for Virgin, Foster's, Seat and more
Feb 25, 2020
Marmite is interrupting other brands' ads with what looks like subliminal messaging as part of its playful "Mind Control" campaign.
Last October, the Unilever brand and agency Adam&Eve/DDB launched the first phase of the work, which revolves around a 15-minute onine experience "hypnotizing" haters into loving Marmite. As a follow up, it is now inserting itself into a series of ads for other brands including Virgin, Surf, Seat, Foster’s and AA (all of which have agreed to the partnership).
Marmite blipverts featuring phrases like: “Open your mind to the possibility that Marmite is not yuk or gross" are now crashing the brand's TV and radio spots. Mindshare handled media for the campaign.
In addition, unbranded OOH and print ads running across the U.K. draw the viewer towards a silhouette of the iconic Marmite jar in a hypnotic piece of graphic design with the tagline: “Hater, become a lover.”