The revamp will include an animated TV ad campaign, redesigned foil packets, and sponsorship credits for SM:tv Live, as part of Walkers' ongoing deal with the programme.
The UK's biggest crisp producer filled a gap in its portfolio for a cheesy children's snack when it bought the 32-year-old Wotsits brand. The firm's previous efforts to enter that market had failed, despite repeated attempts to make a success of its own Cheetos kids' cheese snack.
The TV campaign, the first by Walkers incumbent agency Abbott Mead Vickers BBDO, introduces a group of school kids dancing to a funky rap titled 'Wot Sits On Ya Wotsits?' The gang are eating Really Cheesy Walkers Wotsits and when they put their packets down, a range of cartoon characters fall from the sky and sit on them.
The ads break on January 4, the same day that the SM:tv Live idents switch from supporting Monster Munch to promoting Wotsits. They will promote the whole range, including Weenie Wotsits and Wotsits Wafflers.
The new foil packs by Landor will include the Walkers logo and appear on shelves from this week.
Walkers, part of the PepsiCo empire, had earlier considered rebranding the Wotsits brand under the Cheetos banner, because the Cheetos brand is hugely successful in the US and other PepsiCo markets (Marketing, October 10).
At the same time as Golden Wonder sold Wotsits to Walkers, it also sold the rest of its portfolio, including Golden Wonder-branded crisps, Wheat Crunchies, and Nik Naks, to The Snack Factory.