BRANDING: Walkers goes upmarket with Sensations launch

Walkers is launching an upmarket crisp range called 'Sensations' in

a move into premium product snacks that marks a significant departure

for the brand.

The product, which has been developed through Landor, will target ABC1s,

and Walkers hopes that it will be seen as upmarket enough to be consumed

alongside a bottle of Chardonnay rather than with a can of cola,

competing with the likes of Kettle Chips.

Landor declined to comment on the launch. However, the design and

packaging of Sensations is thought to be key to its upmarket positioning

and according to sources will be much more sophisticated than anything

currently in the market.

The new flavours will not be given traditional names, but will have a

contemporary theme.

The product itself will be distinct from other Walkers ranges because

the company has used proprietary technology to manufacture better

tasting crisps.

Sensations is expected to be company's biggest launch of the year, with

a TV spend of around £2m.

Victoria Beckham will star in the advertising campaign for the brand,

through Abbott Mead Vickers BBDO. The ad is due to air in May and is

believed to feature both Beckham and Gary Lineker, the long-running star

of Walkers' advertising. Media is by MediaVest.

The launch of premium ranges is a growth area for crisp producers, with

the standard crisps market battered by constant innovation from snacks


Kettle Chips, which already positions itself as a high-quality product,

is also launching a new super-premium range called 'Specials'.

In December last year Datamonitor released a report into the handheld

snacks market which showed that overall UK potato chip sales fell from

£1060m in 2000 to £1033m in 2001.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers