The build up of excitement by Marmite has been expertly engineered, from the forming of a Secret Society called the Marmarati, to the sending out of hand made jars (similiar to the unboxings featured here). The "Love it or hate it" strategy seems to lend itself to targeting superfans, and the success of empowering those fans to spread their Marmite-loving message is obvious. There's more to read over at Contagious.
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