The Marmite spread, which always generates much buzz around itself, is announcing a new push revolving around its secret community, Marmarati. The secret society, which has been launched to support the release of Marmite XO, the brand’s extra strong version, and has been running in beta for some time, is gaining momentum. The new online hub, which has been created by We Are Social, invites consumers to undertake a range of challenges, which will help to demonstrate how true their love for the ‘Noir Elixir’ is.
UK
Can a common drink make a revolution? Lipton Ice Tea believes it can—the tea brand is kicking off the summer ‘Teavolution’ campaign, aimed to reach younger generation of consumers, people aged 18-24, and bring the taste of cold tea to them this hot summer. The new promotion, which will roll across UK cities, Liverpool, Southampton, Swansea and Glasgow, landing in busy locations in these cities froom mid-June through August. The new activation, which is not fronted by the brand’s charming ambassador Hugh Jackman, uses the ‘Surprisingly tasty and refreshing’ strapline on the yellow and orange ‘rebellious’ print with a hand holding a bottle of the drink.
Cadbury, which was among the first brands which started their preparations for the London 2012 Olympic Games (it launched the Spots v Stripes campaign back in 2010), is to open a free sports and chocolate fan zone, interactive Cadbury House at Hyde Park ahead of the event. The space will be open to visitors for over two weeks, from July 27 through August 12, and will deliver ultimate sweet&sportive experience to people who will be in the capital during the Games.
Evian, the brand that doesn’t stop to motivate people to live young and awaken their sense of wonder, and is also the official water at 2012 Wimbledon Tennis tournament, will give fans the chance to win Wimbledon tickets while hunting for a pink tennis ball. The competition will start tomorrow, on June 22 and Evian will give away a pair of VIP tickets every day of the initiative.