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Savoury spread fit for The Queen

Graphic Design

Posted by Creative Review, 23 April 2012, 13:48    Permalink    Comments (12)

Fans of the nation's most divisive savoury spread will be able to "toast" the Queen's 60th year at the helm by buying a special edition jar of the brown stuff...

The limited edition Marmite packaging eschews the brand's usual yellow white and red label in favour of the red white and blue colours of the Union Jack. The illustration of a marmite and spoon on the front of the label has been replaced by a crown and brand name itself has been changed to Ma'amite. The jar also features a red, rather than the usual yellow, lid.

“We wanted to pay a fitting tribute to the Queen – from one British institution to another," explains Unilever's marketing manager Nicola Waymark of the limited edition packaging.

Ma'amite is on sale at all good high street retailers including Morrison's, Sainsbury's, Tesco and Waitrose. It will also be available from marmiteshop.co.uk from next Monday (April 30).

 

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12 Comments

I feel a swine for saying so, because this is a brilliant idea. Unfortunately, it’s poleaxed by protocol.

When addressing the Queen, one calls her Ma’am to rhyme with Pam or ham. Not Ma’am to rhyme with palm – or Marm(ite). (See Debrett’s: http://bit.ly/I4BqIH )

That means the jar effectively changes the brand name to something like Mammite.

It probably won’t affect the success of the label (although There Will Be Letters). But as a copywriter it’s the sort of word niggle that won’t let me go.

Sorry to be the pedant in the ointment.
Mike Reed
2012-04-23 15:12:35


Who is possibly on this earth going to complain that the brand has changed its name for the Queens Jubilee?
Its still a recognisable product and is easily distinguishable.
Corey
2012-04-23 15:23:43


@Corey: Not sure if you were replying to me, but just to be clear, I didn’t mean people will complain about the change of label.

It’s just that, especially given the intention of ‘a fitting tribute’, I imagine many traditionalists will want to point out that if one addressed Her Majesty as Ma’am using the pronunciation suggested by this label, one might well be in receipt of the frosty look and the pursed lip.

I love the thought behind it. (I love Marmite too, as it goes.) If I’d written this, I’d be spitting that it didn’t quite work. But it doesn’t.
Mike Reed
2012-04-23 16:07:53


Quite right Mike. Still, quite like the idea too, even if it jars a bit technically.
Valentino
2012-04-23 20:23:55


luckily if pronounced with a beautiful grimsby accent, Her Majesty would not be offended. Proof that the northern accent is the proper one...
hannah sanderson
2012-04-23 22:15:47


I actually quite like the branding some Union Jack branding can have an adverse effect but they have done well with this.
Web design kent
2012-04-24 12:26:33


"Love it or hate it."

I must say I love it? And the re-brand for the Queens Diamond Jubilee is not to bad either.

All you could ever want to know about Marmite
Web design cheshire
2012-04-24 12:45:15


love it
jon cleave
2012-04-24 13:14:57


Didn't Marmite issue a super strength limited edition that feature Guinness?

How about creating the jar to be more :diamond" like?
David G @ Salt & High Blood Pressure
2012-04-24 17:03:09


Hate it... the spread that is.
A
2012-04-24 21:46:48


I'm not the yeast bit interested.
Rob
2012-04-25 09:52:54


Can't believe it got all the way to market without someone pointing out the pronunciation error. Poor show, Unilever!
Ian
2012-07-15 11:47:40


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