Mind Control

With its iconic You Either Love It or Hate It advertising campaign, Marmitedivided 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.