Marmite XO unveiled
Further to the previous post on the limited edition Marmite jars, the wait is over. From today, Marmite lovers will finally be able to get their hands on Marmite ‘O’, the new, extra-mature variant developed with the help of a secret society of Marmite super-lovers the ‘Marmarati’. This powerful new edition of the iconic brand comes in a special connoisseur’s pack created by Core Design.
Says Alastair Whiteley, Creative Director of Core Design: “I am a big Marmite fan and it’s a real pleasure to work on a brand you love. We worked closely with the team at Unilever from the outset: developing the concept, creating the look and feel of the Marmarati campaign and ultimately bringing Marmite Extra Old – ‘XO’ – to life on shelf.”
He continues, “The pack design reflects the dark potency of the product inside. With vintage details like the heraldic crest and watchstrap seal, and a strong black, gold and cream colour palette it’s a bold, sophisticated design that stands out on shelf.”
The new jar is sold in a black and gold presentation box with a spot gloss Marmarati crest across the side and front faces.
XO is matured four times longer than standard Marmite for a thicker consistency and more intense flavour. It will be available from Waitrose and Selfridges from Monday 1st March and Tesco and Morrison’s w/c 8 March. RRP £3.99.
Core Design is Marmite’s lead creative agency, responsible for Guinness Marmite (2008), Lover’s Marmite (2009) and the Marston’s Marmite jar created in support of The Ashes (2009).