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_ Co-branding creates advertising space: Marmite + Guinness
I noticed that brands with clear personality can easier find a partner brand to work with (take Apple & Nike for example). When they do that, they create advertising space (on their packaging, on their distribution chains and so on).
It’s Marmite’s case, who mixed its particular (yuck!) taste with Guinness’s to make a special edition for Saint Patrick’s Day, the patron saint of Ireland.
It’s a very nice example of co-branding since both brands are considered by consumers and marketers to have sophisticated taste (to tell you frankly, I managed to like Guinness after a few attempts, bur Marmite never! 
); their franchises are overlapping; both are premium products.
Marmite produced 300,000 Guinness-taste jars that are now available in UK’s biggest retail stores. This is how they look like:
Here is some more information on this launch on Guinness Blog and Times News.
Also, to illustrate better Marmite’s sophisticated taste, I’ll let you enjoy and laugh loud with their new commercial.
Friday 2 March 2007 - 3:23 PM
Interesting co-branding, indeed. But for me, that’s it!
Marmite is just disgusting (yuck) – I like their slogan, though! 
Friday 2 March 2007 - 9:08 PM
Bah! Marmite is delicious.There is nothing better than thinly spread Marmite on buttered toast when you feel unwell
What you guys may not realise is that Marmite is a byproduct of beer production. It’s the left-overs from brewery yeast sludge. Sound more appetising?
Saturday 3 March 2007 - 12:55 AM
Jesus, Paul, it sounds even worse…
It’s interesting, while as I was discussing about it, some of my colleagues confirmed that they would place Marmite in the same category with the strongly “perfumed” French cheese…
which also has a sophisticated taste.
Saturday 3 March 2007 - 12:17 PM
Taste – one of the senses that advertising still cannot really use.
But it’s pretty close to smell – just a more complex version with temperature, texture etc added.
In California, advertisers have got into trouble for putting smells out in public: http://mediasoon.com/122006/outdoor/bus-shelters-with-cookie-smells-ba nned/
Saturday 3 March 2007 - 2:15 PM
never tasted Marmite, don’t like Guiness either – i like the spot and this cobranding though, it seems that many wanted to have the product.
regarding smell – this campaign for Azzaro perfumes in Paris airports came out better http://adage.com/mediaworks/article?article_id=109738
anyways, it is as intrusive as the cookie one, i woudn’t like to wear any perfume that way.
this reminds me of one late night ‘extreme’ show with Vlad Craioveanu – ‘Zero’ (this is for my Romanian fellows) – Vlad was playing a bad joke to a cosmetics shop assistant, he bought a men deodorant and started to spray it over the poor woman – of course he was on the point to be beaten by the bodyguards (lol)
Sunday 4 March 2007 - 4:45 AM
@ Paul, it’s a good example as Cali’s Milk Processors Association used for this ad their good old insight with the associated consumption. As for the allergy – Americans are so easy to be bothered!
@ Anca, I think that example can be considered effective, since it was practically a free product trial!