What the project entailed.

This brief was all about making Gen Z appeal to Marmite, the generation they long to capture.

NTU teamed up with W Communications, a prestigious PR firm, to create space for the Fashion Communication and Promotion students to hone our learned skills to present a presentation in their headquarters behind Oxford Street.

This was group work, that allowed me to collaborate with other students to research and ideate the best way to meet our brief. Considering my strengths in working within a team, this was my favourite project of the year by a long stretch. Our grade being a high first strongly reflected this!

The skills used were interviewing consumers in the streets, creating striking visuals, ideation activities and reducing information into a well palletable presentation.

Marmite’s branding is based around fun word-plays and shared experiences. In short, we followed the route of ‘Situationships’, an infamous Gen Z term describing the bracket between a friendship and a relationship. Marmite’s well-known slogan of ‘you either love it or hate it’ caters perfectly to this concept, just as Gen Z struggle to define their own relationships and the one that they have with Marmite.

How did we overcome difficulties?

During our first practice presentation, the W Communication’s main client told us that our chosen collaboration with Hinge did not work.

This was because the brand’s ethos did not match with Marmite.

However, we were keen in proving why it did. Our strong decision-making as a team is how we managed to tackle this problem as we were able to delve deeper into client communications through primary research and further research into brand culture and history.

In turn, we won W Communication’s over through our tounge-in-cheek, yet informative manner when presenting our final outcomes.