Camden Town Brewery has released an ad set to divide audiences by relaunching an old Marmite spot from 2001.
Off the back of a collaboration beer with the controversial spread, the beermaker has re-released the ’Marmite Kiss’ ad with a new twist.
In the original spot, a romantic pair move in for a kiss, before one breaks off – repelled by the taste of Marmite on their lover’s lips. In the new ad, the yeast paste itself is replaced with a tin of Camden Love Hate Marmite Ale, albeit with similar results for the would-be couple.
Zoe Wulfsohn-Dunkley, head of marketing at Camden Town Brewery, said: “We couldn’t be happier with consumer reaction to our Camden Marmite Ale. In true Marmite style, it has caused debate among beer lovers across the country, but we’d like to think we’ve surprised a few haters out there with our fresh-tasting beer.
“Marmite is such an iconic brand, we wanted to do something extra special to commemorate this collaboration. The ‘Marmite Kiss’ advert does such a great job at bringing to life the divisive nature of the nation’s favorite yeast-y spread, so we couldn’t wait to put our own spin on it to launch our Camden Marmite Ale.”
The ad is due to debut tonight during The Great British Bake Off. Sophie Allan, brand manager at Marmite, said: “‘Marmite Kiss’ is one of our most iconic ads from the early 2000s, and we can’t wait for our fans to see it once more – but reworked for 2021. Not surprisingly, Camden Marmite Ale has got our grown-up Marmite fans talking, and we can’t wait to find out the reaction to our new ad, which airs this week during Bake Off.”
The ad was directed by Eros Vlahos and produced by MindsEye; the creative agency was Draftline – AB InBev’s in-house creative agency. Media buying was handled by Bountiful Cow and PR has been managed by W Communications.
Vlahos commented: “Myself and the team at MindsEye were delighted when this script landed in our inbox. I loved the idea of paying homage to a classic 90s spot, but telling the story through a contemporary Camden Town Brewery lens. I was especially grateful to Camden for supporting a local filmmaker.”