Marmite, Unilever’s famous spread. has always divided the nation between love and hate. It's a cultural phenomenon. And over the years Marmite have produced some award-winning, much loved and memorable creative work bringing this to life. But all this time Marmite have been questioning, why? Is it fate?
The Marmite Gene Project is a ground-breaking study that has scientifically shown that people are born genetically more likely to be lovers or more likely to be haters of Marmite and conclusively shows that there is a genetic foundation to Marmite taste preference.
Our digital experience needed to encourage the British public to re-visit Marmite, butter their toast and discover their fate - are they lovers or haters?
With the online experience TasteFace we wondered - what if we could use the emotion reading capabilities of facial recognition technology to discover, in real-time, whether you were born a lover or a hater?
We know that some people have written off Marmite in the past, so a digital innovations like TasteFace, while fun, also serve a real purpose..
Formed part of an integrated campaign, Marmite ‘TasteFace’ launched as a new digital experience that analyses your emotions whilst you taste Marmite, to discover, in real-time, whether you are likely to be born a lover or a hater.
Visit tasteface.marmite.co.uk on your mobile and try some Marmite. TasteFace and the facial recognition technology will tell you your fate based on your facial expressions. For the first time bespoke facial recognition software understands a grimace vs a smile, a “yuk” vs a “yum”.
Our first step was to create the new technology, which builds on the Microsoft Emotion API that recognises the facial expressions of people across a set of eight emotions; including anger, contempt, disgust, fear, happiness, neutral, sadness and surprise. We built a bespoke algorithm to convert these eight emotions into a sliding scale of love and hate.
This was injected into TasteFace, recognising the complexity of emotion between your love and hate for the sticky stuff, rating it from 0 to 100%.
TasteFace cleverly encourages consumers to try Marmite, and at the end of the experience, they are prized with a customisable reaction GIF to share across their own social channels, announcing their lover or hater status. The experience also has multi-user functionality, and can be passed around a group to produce a combined shareable asset - ideal for families to enjoy.
The experience is accompanied by a suite of social assets, featuring the stars of the TV campaign, encouraging consumers to take the test on TasteFace.