Marmite Opens Sensual ‘Dark Room’ To Titillate First-Timers With The Spread

by rrollins, November 9, 2023

Marmite knows it’s not everybody’s jam (literally), but it wants the uninitiated to at least take one skinny dip with their toast before they make a decision.

So, for one day, the yeast extract brand invited curious first-timers to respond to their dark desires by stepping into the Marmite Dark Room. Through a multi-sensory event, visitors would discover if the breakfast item was a turn-on or turn-off for them.

The adventurous, innuendo-filled experience follows research conducted by Marmite that found 43% of Gen Z individuals have never tried the product.

To tempt their senses, the brand—with public relations group W Communications—set up shop at the Jacobs fashion store on Bristol’s Park Street, near the campus at the University of Bristol. The location means the company could convert more young, brave eaters wishing to “pop [their] Marmite cherry,” as W puts it, and find out if they’re lovers or haters.

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Participants were blindfolded and greeted with “tasting holes” that dispensed toast, and were challenged to try out various Marmite “tasting positions” to discover their favorite.

At the end of this gastronomical rendezvous, guests were handed a Marma Sutra recipe booklet to congratulate them on their new grown-up palates and to get them to keep experimenting with the spread.

This suggestive experience, envisioning the divisive ingredient as almost taboo, was only open for a few hours on October 26.

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