Magazine article Marketing

Wotsits Whoosh In

Magazine article Marketing

Wotsits Whoosh In

Article excerpt

Golden Wonder has dropped the "What's that" slogan in the multimillion pound relaunch of its 21 year-old Wotsits snack brand.

A new 1m [pounds] campaign breaks next week with the endline "You only get a whoosh with a Wotsit" and is the first work from Ogilvy & Mather (O&M). O&M took over the account from The Creative Business last October.

The move is Wotsits' second relaunch and pack redesign in three years. In May 1990 it tried to establish itself as a more sophisticated and aspirational" brand. The following year a line extension, Crunchy Wotsits, was introduced to attract teenagers.

Now Golden Wonder senior product manager Jeremy Woods says the aim is to take the brand out of the kitchen and "give it playground credibility".

"The original snack consumer is now the mother purchasing it for her children," says Woods. He now wants to get "the kids" involved, but without losing the mums. …

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