London: Tea Time in Wonderland

Marmite always divides a group. You love it or hate it – there is no compromise possible, it’s a passionate issue.

The British will spread it on their toasts for breaksfast. Or cook with it adding it to gratins, casseroles, cheese on toast… In my office, the guys dilute it in boiling water and drink it like a soup.

I can’t stand the stuff – there’s nothig worse worse for me than having it around in a Monday morning, when I’m only half awake.

However, I love the brand design. I can only clap alour at the audacity of using the lost customers to bounce back, giving themselves a fun image, playing with the love it/hate it ads, but also using Paddington last year and Horrid Henry this year. They did well with the merchandising too: a Warhol look for objects in the e-shop, limited editions whether it is just a change of look or of taste 9remember the champagne one?)

For Xmas, Marmite has opened a pop-up shop on Regent Street. The whole range of biscuits, rice cakes, crisps is of course on the shelves. But also Tshirts in parody of the “J’adore Dior”, pop style dishes, sandwich boxes, magnets, books celebrating the product… Xmas cards (fancy a little Marmite in your Xmas pudding?)! Depending on your taste, the shopping bac will be stamped Love or Hate Marmite. On the whole, a place to stop for the smile, and plenty of stocking fillers. A friendly welcome too – the staff is ahppy to help and share anecdotes about the product and will even hand the bowl of chips for you to try.

You’ll find a mini-cafe on the small floor, serving tea and… Marmite toast, of course. Why not sign the table with your addiction or hatred too? Oh, and ask the waitress about the Marmite cocktails served at the launch party…

Marmite pop-up shop
82 Regent St
London

Till the end of December 2009
You’ll also find the products in their e-shop.

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