By John Reynolds, marketingmagazine.co.uk, Friday, 25 June 2010 10:30AM
Marmite opened a limited-edition pop-up shop in Regent Street, London last year.
It is now poised to launch new pop-up shops in 2011. The outlets will have a new location and will be different to the previous incarnation.
Matt Burgess, managing director of the brand, admitted it is plotting further launches.
He said: "We are looking at 2011 and it is under serious consideration. But it needs to be slightly different than before. It needs to be a new location, unusual location and bespoke."
The pop-up shop in London was open seven days a week and stocked more than 100 Marmite-inspired products, some of which were sold exclusively at the store.
Products included food, clothes, artwork and Christmas boxes. The pop-up shop was promoted through the brand's Twitter following.
To read the full interview with Burgess, look out for next week's issue of Marketing.
This article was first published on marketingmagazine.co.uk
Agency: McCann Erickson