Magazine article Marketing

50 Years of Fame: Brandfame - Walkers

Magazine article Marketing

50 Years of Fame: Brandfame - Walkers

Article excerpt

When UK consumers have a snack-attack, the chances are that Walkers crisps will be their nibble of choice, with 11m people a day munching their way through the company's products.

Sales of Walkers crisps increased by 12% in 2003 to pounds 535m, according to TNS Superpanel, with TV ads and campaigns featuring brand spokesman Gary Lineker being core to that growth.

Walkers began producing crisps during the Second World War, but the brand only achieved recognition in 1990 when PepsiCo acquired it and began an aggressive marketing drive.

The brand was already a TV advertiser, having run a series of short ads in the 80s starring celebrities including Lineker, Chris Tarrant and Lulu, using the strapline 'Don't you insist on Walkers crisps?'

But the impact of its TV advertising was stepped up in 1995 when Walkers started using Lineker in the 'No more Mr Nice Guy' campaign. The executions showcased the 'evil' side of the star's personality as he pulled out all the stops to get his hands on packs of Walkers crisps.

The brand even renamed its Salt & Vinegar crisps Salt 'n' Lineker, boosting sales of the variant from 14.5% to 17.8%. Average sales in grocery stores over the first 12 months of the campaign were 23% up on the previous year. …

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