The Drum Awards Festival - Extended Deadline

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Agency: Marmite
Client: Marmite
Date: Feb 2016
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Marmite has banned a slew of lovey-dovey pet names from its jar customisation scheme to generate awareness of the feature in the run up to Valentine’s Day.

The divisive spread has made the blanket ban upon the cringe-inducing terms of endearment passed between smitten condiment lovers.

Utilising reverse psychology however, the brand hopes consumers will log onto its personalisation hub, via its Facebook page, to pick up a limited edition Valentine’s Day jar for £4.99.

Anyone typing in the blacklisted terms will instead get an asterisked version of the word instead.