Marmite Dynamite launches with billboards exploding
Marmite Dynamite, a new limited edition version of the spread with added chilli flavor, is advertised on a series of billboards with the lid blown off
Marmite Dynamite is the latest limited edition of the country's most popular salty spread, following a peanut butter version released last year. The fiery chilli remix will be available in the UK at Sainsbury's and online for six months.
To promote the new variety, adam & eveDDB advertising agency created a series of dramatic billboards that claim the lid of the Marmite jar is blown off by its powerful chilli aroma. The first version above showed a lid that appeared to explode from a poster site into a nearby windshield.
In subsequent executions, huge lids are blown into the sky and attached to nearby buildings and trees. All posters feature a variation on the slogan "love it – hate it" which reads "love it, hate it, be careful with it".
Credits:
Agency: adam & eveDDB
Group ECD: Ben Tollett
Chief Creative Officer: Richard Brim
Creative: Alex Lucas, Jon Farley