Mind Control
With its iconic You Either Love It or Hate It advertising campaign, Marmite divided the nation. To grow sales adam&eveDDB needed to change haters’ minds about the savoury spread. Incorporating behavioural science, they created a campaign that ‘mind controlled’ the UK. A 15-minute film turned Marmite haters into lovers, while subliminal messages were planted in other brands’ TV, radio, print and outdoor advertising. Brand awareness went up 400%, 100,000 new households bought Marmite and 80% of participating haters who saw the film were converted into lovers.
- Radio & AudioRadio Advertising Campaigns
- Film AdvertisingInnovative Film Advertising
- DirectDirect Integrated Campaigns
- Film AdvertisingTV Commercials 1-20 seconds
- DirectDirect Response/Film
Country
- United Kingdom
Client
- Unilever
Creative Agency
- adam&eveDDB
PR
- W Communications
Production Company
- Moxie Pictures
Editing
- Stitch
Animation Company
- Friends Electric
Post Production
- Electric Theatre Collective
Social Agency
- cain&abel
Audio Post Production Company
- String & Tins
Group Executive Creative Director
- Ben Tollett
Chief Creative Officer
- Richard Brim
Creative
- Matt Fitch
- Simon Vicars
- Andre Sallowicz
- Mark Lewis
Agency Producer
- Brittany Littlewood
Project Manager
- Alice Southam
- Sam McGeorge
Planner
- Will Grundy
Business Director
- Tom White
Account Director
- Oliver Lester
Account Executive
- Emily Bristowe
Designer
- Paul Knowles
Executive Producer
- Dawn Laren
- Barney Richard
Producer
- Giles Nathan
- Xavier Questel
- Jess Ensor
Director
- Martin Granger
Director of Photography
- Theo Garland
Production Designer
- Jonni Fitzgerald
Editor
- Tim Hardy
Director of Animation & Graphics
- Ewan Jones Morris
Animator
- Douglas McGiness
- Geroge Dyson
Colorist
- Jason Wallis
Sound Design
- Will Cohen
Hypnosis Consultant
- Rory Z Fulcher
Advertising Agency
- adam&eveDDB
With its iconic You Either Love It or Hate It advertising campaign, Marmite divided the nation. To grow sales adam&eveDDB needed to change haters’ minds about the savoury spread. Incorporating behavioural science, they created a campaign that ‘mind controlled’ the UK. A 15-minute film turned Marmite haters into lovers, while subliminal messages were planted in other brands’ TV, radio, print and outdoor advertising. Brand awareness went up 400%, 100,000 new households bought Marmite and 80% of participating haters who saw the film were converted into lovers.