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Are You Miracle Whip?

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”.

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Are You Miracle Whip?

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

  2. 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”

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

  4. 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

  5. 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.

  6. 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?

  7. 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. 2010. Web. 07 Mar. 2011. <http://www.businessweek.com/managing/content/mar2011/ca2011031_248948.htm>. • http://www.youtube.com/watch?v=CcDo8Uh7rn4 • http://www.youtube.com/miraclewhip#p/u/2/ugBdvtOmcnA • http://www.youtube.com/watch?v=cHbpTrFPc7Y

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