Many years ago Marmite broke all the rules of advertising.

They suggested that some people don’t like their product.

The world of advertising were incredulous (except, I assume, the agency that came up with this idea).  They thought the company was mad.

“Are you mad?” they said (see, told you). “You can’t suggest someone doesn’t like your product, you’ll put people off.”

However their PR men had spotted something.  Marmite – you either love it or you hate it, and this went on to form the basis of one of the most successful campaigns in British TV history.

Now obviously Marmite is the Devil’s smegma.  However my brother (aged 41 and 6 months) becomes inappropriately excited by Twiglets (which I maintain are real twigs, covered in tarmac, though the packet assures us they are Marmite covered breadsticks)- to wit, upon  finding we had had them for the Christmas Evening buffet had him running round like a 5 year old at a party.

My Dad’s response?

“I’m not really that keen on Marmite.”

NOT THAT KEEN.  NO ONE IS NEUTRAL ABOUT MARMITE. You can’t be ‘not that keen’.

Millions of pounds worth of advertising undermined in one sentence.

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