Are You Miracle Whip? By: Bryan Thiel and Katie Sokol.

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Presentation transcript:

Are You Miracle Whip? By: Bryan Thiel and Katie Sokol

Miracle Whip, Marmite, and the "Love It or Hate It" Brand Businessweek Article discusses success of new Miracle Whip campaign. “Marmite” used a similar campaign in Britain and it boosted sales. “Pick a side” and “Not for Everyone”

Marmite Brown spread made from yeast extract British brand Ran similar campaign Increased Social media Participation.

How has campaign been so far? 65,633 “Likes” on facebook 19,193 people like the brand and 1,682 people dislike on their website. Forum style to leave comments about your position. Using Celebrities

Relation to Class Brand loyalty/ cult branding- Consumer loyalty and devotion Breaking through the clutter- Attempting to send a product message that is different and stands out from other advertisements Perception (Exposure  Attention  Interpretation) Inertia/ High Involvement/ Low Involvement Habit, customers level of involvement in consuming Household Decision making- Children impacting purchase decisions.

Discussion How many people “love it?” How many “hate it?” How many people think this campaign will be a success? Has anyone posted on the Miracle Whip page or Facebook about their position?

Sources Hollis, Nigel. "Miracle Whip, Marmite, and the "Love It or Hate It" Brand - BusinessWeek." BusinessWeek - Business News, Stock Market & Financial Advice. Harvard Business Review, Mar Web. 07 Mar OmcnA