Walkers: Going from good to great

Prior to 2008, PepsiCo's Walkers snack brand had enjoyed strong return on its marketing investment in the UK, reflecting the popularity of its advertising.

Walkers: Going from good to great

Principal author: Adam Glasner, Abbott Mead Vickers BBDOContributing authors: Bridget Angear, Sarah Sternberg and Tom White, Abbott Mead Vickers BBDO; Tim Warner, PepsiCo UK; Mike Cross, Ninah Consulting; Ruth Taylor, Millward Brown; Kate Osborne, OMD; Serge Vaezi, Freud

A few words to begin

Good is the enemy of great.

While the years preceding 2008 had provided strong return on marketing investment for Walkers, produced from famous advertising, we were dissatisfied with just being good; we wanted to be great.

We developed a model for communications that sought to achieve high levels...

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