Special edition launch: Marmite XO

Core Design has created an exclusive run of 200 hand-crafted jars for the launch of new extra-matured Marmite ‘XO’. A brand iconic in the UK, which has remained virtually unchanged for decades. The new flavour variant has been developed through an innovative social media campaign, creatively directed by The Core. In a unique example of consumer engagement, the brand offered its thirty biggest fans (so-called ‘super-lovers’) the chance to be inducted into a secret society, The Marmarati...

There they were given responsibility for refining the flavour, telling their story via blogs, social media sites and recruiting a wider group of members. Thanks to their work, hundreds of Lovers submitted proof of their love to www.marmarati.org in the hope of being initiated into The Marmarati’s ‘Second Circle’. One hundred and sixty made the grade.

Tasked with creating a beautiful, highly-collectable piece to reward this group for their efforts and welcome them into the society, The Core focussed on building rich vintage cues around Marmite’s key equities: black and gold. Each jar was hand-dipped in black wax and stamped with the gold crest of the Marmarati. The lids were finished with a watchstrap detail, individually signed and numbered by Lord Marmarati himself.

The resulting packs arrived with fans, selected press and buyers with an accompanying ‘taster’ jar of the finished XO product. Says Unilever’s Tom Denyard, Marketing Manager for Marmite, “The commemorative jar had to be something special – we were asking people to give up their time to submit proof of their love for the brand and the jar was their reward. It’s a testament to the quality of the design that when we ‘leaked’ images of how it would look, Twitter and Facebook exploded with conversation and entries increased threefold. Our Lovers just had to have one.”

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