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New Marmite site analyses your face to determine whether you’re a lover or a hater

Last week, a story alleging that your love or hatred for Marmite is genetic did the rounds, and picked up a decent spread (sorry) of coverage as a result. Apparently, it was part of the brand’s new campaign, the Marmite Gene Project.

This week, the marketing released a micro-site dedicated to, again, using spurious purely-for-PR science to determine whether you’re a lover or a hater. You can’t deny the advertising message is front and centre, here.

The ‘TasteFace’ site asks that you make yourself some Marmite on toast, and records your face for 6 seconds while eating it. It gives you a percentage score, to tell you which camp you belong to, based on your ‘taste face’.

I’ve tried it a good few times, and it appears to pick up on obvious smiles and unhappy faces fairly well, using Microsoft’s Emotion API.

Don’t worry – you can still take the test even if you’re Marmite-less, or, as is no doubt hoped for from a data-grabbing marketing perspective, you can scroll down on the home page after the opening blurb to ask for a free sample.

Here’s a quick video about it from Katie Deighton at the Drum:

Read more: The Drum

Cheers to Matt Muir for sending this my way!

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Rich started in January 2012. It has been named Vuelio's top PR blog. He runs consumer PR agency Radioactive PR, which has two offices in the UK. He also wrote 'Myths of PR', which went on to become Amazon's best-selling PR book within days of release. In March 2013, Rich co-founded blogger outreach service He tweets about PR stunts, campaigns and other media bits and pieces @RichLeighPR

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