Marmite It Be In The Genes?

Idea

As part of its wider online ‘Marmite Gene Project’ (which involves consumers being able to take an actual DNA test to find out if they’re more genetically pre-disposed to be a lover or a hater of Marmite), the famed Bovril-based spread has launched the Taste Face app.

The app was borne out of the company asking itself just why it was some of us love its tar like spread, and others not. Is it nature or nurture? And could facial recognition technology help reveal whether you were born with the love or not?

What We Like

In getting the nation talking about why the feel a certain way towards its products, rather than about what they think about those products – Marmite deftly provides an opportunity for people who disliked it, to re-engage with the brand in a positive way.