SENSATIONS DELIVERS A FEAST FOR THE SENSES WITH NEW RE-LAUNCH CAMPAIGN

Walkers, the number one savoury snacking brand[1], is re-positioning its range as “a feast for the senses’, which will include updating its entire portfolio with a modern, premium packaging design, as well as the introduction of three new exotic flavours[2]. This will be supported with an above the line campaign, with the TV advert airing on 3rd June and live until mid-August.

 

The new TV campaign, filmeRio 50 (0-00-39-24)d at Rio Carnival and Holi Festival in India, lets you experience all the exotic sights, sounds and smells and tastes of carnival, really bringing to life the new positioning of “Sensations. A Feast For The Senses”, in a truly exciting and multisensory way.

The advert takes you on a journey through the carnival, flicking between explosions of different colours to individual ingredients, to people dancing in the streets. The camera zooms in on a girl enjoying one of the crisps, followed by fireworks blasting in the air. The advert concludes with the fireworks transforming into the three exotic, new flavours.

Tegan Philp-Hines, Brand Manager at PepsiCo, comments: “We are delighted to be able to launch a TV campaign to support the Sensations during this key moment for the brand. We know shoppers love Sensations with over 50% purchasing again[3] and the re-launch provides a unique and exciting offering for customers. We’re confident that the TV ad will create awareness and inspire demand for the new flavours.”

Holi 60 (0-00-25-12)The entire Sensations portfolio is being re-launched and this is highlighted in the comms plan which emphasises the bright colours splashed across the new packs, which are modern and stylish with a more premium design. Alongside this, the three new flavour combinations are expected to appeal to shoppers who are looking for new and exciting flavours as they ranked in the top 10% for ‘uniqueness’[4] in recent consumer testing.

Supporting the re-launch of the portfolio, there will also be a digital campaign to further immerse people in the experience of Rio Carnival and Holi Festival, as well as communicating the new flavours through mouth-watering ingredient-led content.

 

[1] Nielsen Scantrack 2016

*Office of National Statistics Annual Survey of Hours and Earnings: 2016 provisional results

[2] Japanese Sweet Wasabi & Ginger flavour (150g)

Chargrilled Steak & Chimichurri (150g)

Mango & Red Chilli Chutney – poppadom range (82.5g packs)

[3] Kantar Worldpanel 2017

 

Author: kimbarnard

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