Marmite are an innovative bunch. Not satisfied with yeast extract-on-toast, they started to experiment with Marmite-flavoured savoury products.

First came cashews and crackers. Then came the world’s first savoury cereal bar. To introduce it to an unknowing public we asked the question – what Marmite product would go too far? How about Marmite toothpaste. We sent out DM cereal bars disguised a box of Marmite toothpaste.

We made sure every detail looked like a genuine toothpaste box – from logo to the medical advice of possible side effects.
And, true to Marmite’s long-running love it or hate it campaign, we offered money-off your next purchase if you loved it and money-off a real tube of toothpaste if you hated it (to take to the taste away).

Sent out as a free sample, some Marmite lovers wanted them so much they paid over-the-odds for a pack on eBay.