Marmite's TasteFace Uses Facial Recognition to Read Reactions
Laura McQuarrie — September 11, 2017 — Tech
References: tasteface.marmite & campaignlive
Marmite recently launched a new app called TasteFace that uses facial recognition to read one's emotions and determine whether their initial reaction is to love or hate the spread.
Based on the fact that is spread is so polarizing, Marmite launched its 'Love it or Hate it' campaign in the 90s. With TasteFace, Microsoft Emotion API detects emotions like contempt, disgust, fear, surprise, as well as happiness. An algorithm within the app then determines one's love or hate of Marmite on a scale, which may classify one as something like "89% Born Hater."
As well as launching the TasteFace app as part of The Marmite Gene Project, the brand also recently launched the Gene Test Kit so that consumers may use their DNA to determine if they are genetically predisposed to loving or hating the spread.
Based on the fact that is spread is so polarizing, Marmite launched its 'Love it or Hate it' campaign in the 90s. With TasteFace, Microsoft Emotion API detects emotions like contempt, disgust, fear, surprise, as well as happiness. An algorithm within the app then determines one's love or hate of Marmite on a scale, which may classify one as something like "89% Born Hater."
As well as launching the TasteFace app as part of The Marmite Gene Project, the brand also recently launched the Gene Test Kit so that consumers may use their DNA to determine if they are genetically predisposed to loving or hating the spread.
Trend Themes
1. Emotion-detecting Apps - There is a disruptive innovation opportunity in developing apps that use facial recognition to read emotions, for both marketing and health industries.
2. Personalized DNA Testing - There is a disruptive innovation opportunity in offering personalized DNA testing services to consumers for food preferences or health predispositions.
3. AI-enhanced Taste Test - There is a disruptive innovation opportunity in enhancing taste tests using Artificial Intelligence to capture and analyze real-time reactions from subjects.
Industry Implications
1. Food and Beverage - The food and beverage industry could use emotion-detecting apps to assess consumer response to new products or flavors, and adjust marketing strategies accordingly.
2. Health and Wellness - The health and wellness industry can use personalized DNA testing to offer customized diets or exercise programs based on consumer's genetic predispositions and food preferences.
3. Marketing and Advertising - Marketing and advertising industry can use emotion-detecting apps to assess consumer response to advertisements, and tailor campaigns to a specific target audience.
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