PepsiCo UK: Walkers Do Us A Flavour

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

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This paper was first entered into the 2010 IPA Effectiveness Awards and a version of it has been reproduced here as an entry for the Warc Prize with kind permission of the IPA.

Campaign Details

Advertiser: PepsiCo, Pepsi-Cola
Agency: Abbott Mead Vickers BBDO
Brand: Walker's Crisps
Campaign duration: August 2008 - May 09
Campaign objective: Build, defend brand position; change brand image; increase sales
Country: United Kingdom
Media budget (USD): $5-10 million
Media used: Internet display, Internet microsites, Newspapers (national), Packaging, Public relations, Radio (national), Sponsorship (event or property), Sponsorship (media), Television (broadcast)

Executive Summary