Secret society: Underground network for Marmite lovers

Leatherhead, UK – The iconic brand Marmite has launched 200 hand-crafted jars filled with an exclusive new flavour, Marmite XO.

Core Design, which led the project, did not develop the product. Instead, the company invited 30 Marmite ‘super-lovers’ to refine the flavour and to tell their story via blogs and social media sites.

As a result, hundreds of people wanted to be part of the Marmarati ‘secret society’ and become one of the few lucky members to receive the new spread ahead of the public launch in March. Each launch jar was hand-dipped in black wax and stamped with a gold crest.

The campaign is a great example of a brand engaging its consumers to gain broader appeal.