Marmite: Gene Project
Unilever challenged adam&eveDDB to revitalize Marmite's sales after a decade of decline and the 'Marmite-gate' pricing dispute. The goal was to re-engage the UK public with the brand's 'Love it or Hate it' slogan by finding a fresh, modern way to spark conversation and trial among both loyalists and skeptics.
Creative Idea
Used facial recognition and DNA testing to scientifically prove that Marmite preference is genetic.
Marmite revitalized its polarizing 'Love it or Hate it' positioning by using genetic science and facial recognition technology to 'prove' that preference for the spread is an inherited trait, turning a subjective taste into a scientific certainty.
Turning a Scientific White Paper into a Sales Spike
The 120 Channel Roadblock
The campaign launched with massive scale on September 9, 2017, utilizing a 90 - second TV "roadblock" across 120 channels during prime - time, including *The X Factor*. This media strategy, led by Mindshare, ensured the #MarmiteGene trended organically above the very show it interrupted. Within the first 24 hours, the project reached 31% of UK adults, eventually generating 2 billion impressions. The impact on retail was immediate; Tesco saw a 60% sales spike, while total brand sales rose 14% in the first six weeks, effectively ending a decade - long decline.
Coding the TasteFace Algorithm
To make the science accessible, AnalogFolk developed TasteFace, a web app using Microsoft’s Emotion API. The tech analyzed eight emotions - including disgust, joy, and surprise - to generate a 0–100% "Love/Hate" scale. Because browser - based camera access was unstable in 2017, the agency had to build the application three separate times to ensure it functioned across iOS, Android, and Desktop. Over 500,000 people used the tool, while those seeking a definitive answer could buy a physical DNA kit for £89.99.
Clinical Trials and Hater Support
The project was rooted in a clinical trial led by Thomas Roos of DNAFit, which involved 8,760 hours of analysis to identify 15 genetic markers linked to taste preference. Director James Rouse captured the human element of these findings, including a "Hater Support" program for those "diagnosed" with a genetic dislike of the spread. While *New Scientist* challenged the findings, the brand leaned into the debate, proving that even scientific controversy could fuel the "Love it or Hate it" legacy.
Creative Strategy Deconstructed
Company
Marmite's iconic 'Love it or Hate it' brand platform and a history of polarizing consumer reactions.
Category
Food brands typically try to appeal to everyone, often ignoring the specific reasons why people might dislike their product.
Customer
Consumers enjoy debating their personal tastes and identifying with 'tribes' that share their specific quirks or preferences.
Culture
The rise of personalized DNA testing and facial recognition technology made scientific 'proof' of identity a cultural obsession.
Company
Marmite's iconic 'Love it or Hate it' brand platform and a history of polarizing consumer reactions.
Category
Food brands typically try to appeal to everyone, often ignoring the specific reasons why people might dislike their product.
Strategy:
Leverage biological determinism to transform a subjective product preference into an unchangeable, scientifically-validated personality trait.
Customer
Consumers enjoy debating their personal tastes and identifying with 'tribes' that share their specific quirks or preferences.
Culture
The rise of personalized DNA testing and facial recognition technology made scientific 'proof' of identity a cultural obsession.
Strategy:
Leverage biological determinism to transform a subjective product preference into an unchangeable, scientifically-validated personality trait.
Results
The video focuses on the technological development and launch of the 'Taste Face' app. While it doesn't provide broad market metrics, it highlights the app's ability to analyze 8 different facial expressions to determine a user's sentiment. It also mentions the creation of shareable GIFs and the ability to overlay filters to make the results more engaging for social media. The project is part of the larger 'Marmite Gene Project,' which aims to provide a scientific basis for the brand's 'Lover or Hater' positioning.
8
facial expressions analyzed
100%
definitive lover or hater results
Strategy Technique
Turn Data Into Drama
By turning complex genetic research and real-time facial data into a shareable social experience, the brand transformed a scientific white paper into a national conversation about identity.
Explore Technique
Creative Technique
Cutting-edge Tech
The campaign used Microsoft's Emotion API to analyze facial expressions in real-time, providing a high-tech, interactive way for consumers to engage with the brand's long-standing polarizing identity.
Explore Technique
Craft Breakdown
The campaign's craft is elevated by its innovative use of technology to modernize a long-standing brand message, making it interactive and shareable.
The use of real-time facial recognition to determine brand sentiment is a clever and engaging application of tech.
The app's UI/UX design effectively combines Marmite's brand identity with a fun, shareable digital experience.
