Magazine article Marketing

Walkers Plans Relaunch to Revive Sensations

Magazine article Marketing

Walkers Plans Relaunch to Revive Sensations

Article excerpt

Walkers is planning to re-launch its declining Sensations brand as it seeks to claw back share in the premium crisps sector.

As part of the revamp, Walkers will reduce the pack size of Sensations' regular line by 15g to 160g. The recommended retail price of some but not all packs will remain the same.

The brand is also replacing Sensations' white packs, featuring black and white photography, with a predominantly black design - the most significant packaging change since the range's launch in 2002.

The relaunched line, due to be rolled out in supermarkets from next month, will also include additional flavours. TV and press advertising, created by Abbott Mead Vickers BBDO, will support the revamp.

Sensations' sales have been sliding for several years, according to Nielsen. Although the brand recorded a flat performance in the year to October 2008, when sales grew by just 0.4%, over the past five years it has posted a decline in its value sales. …

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