Marmite’s manufacturers are said to be ‘extremely anxious’ to track down the person who said on Twitter that he was entirely ambivalent about their yeast extract spread.
Since the unidentified person, known only as @BrandMan, tweeted the message ‘Marmite? Meh’ a week ago, the message has gone viral with millions of Twitter users agreeing with the findings of the mystery tweeter under the hashtag #MehMite.
Faced with falling profits, the makers of Marmite urgently want to trace the tweeter to try to persuade him to get off the fence and come out either in favour or against the yeast extract. ‘This is seriously undermining the entire branding of our product,’ said a spokesman for Uniliver, whose shares have fallen dramatically. ‘For decades we have prided ourselves on the ‘You either love it or hate it’ marketing of Marmite and now we have this anonymous challenge from a person who is obviously totally uniformed.’
Uniliver are working on the basis that @BrandMan has simply not tasted their product and the whole thing is a distasteful internet joke; however they are not being complacent and are working on contingency plans. ‘We have to act now in case this person cannot be traced. Thanks to them we are becoming a laughing stock and if we let this continue Marmite could become toast,’ said a concerned spokesman. ‘To maintain trust in the brand, plans are well advanced to introduce a much stronger tasting formula with the strapline ‘If you didn’t like the other stuff, you’ll really hate this.’
Marketing experts feels that the MehMite incident highlights the insipient dangers of social networking. ‘This goes to show how dangerous social media can be in the wrong hands,’ said one insider, ‘it’s unacceptable for people to be able to go on line and spread unqualified non opinions to millions of people. It really leaves a bad taste in the mouth.’
Meanwhile retailers and manufacturers alike have been braced for @BrandMan’s next pronouncement which could have a huge impact on their fortunes. However, it looks as if they may have to wait some time as his latest tweet simply reads ‘Twitter? Meh’.