So to much hype and fanfare, Marmite has launched a new limited edition product, Marmite XO. Billed as the only choice for true Marmite connoisseurs, XO (Extra Old) purports to have a deeper, richer, more complex flavour, like a fine wine.
Now off the bat, I should probably admit that I’m a Marmite fan. I love the stuff. Always have done, probably always will. But I’ve got to admit that there’s something about Marmite’s recent behaviour thats beginning to piss me off a bit. I was quite into the Guinness variant that came out a couple of years ago, and then the champagne one that came out around Valentine’s Day. Neither tasted as good as the original, but they felt a bit special. No song and dance, just a nice little treat for Marmite fans.
But now with the whole XO marketing campaign, premium price tag, ’spoof’ website and Facebook blah blah blah, it all feels a bit of a cynical money making operation. It stinks of Unilever’s clumsy brand police and ad agencies trying to be ever so clever.
