February 24, 2006

Walkers Crisps 2006

Writing about web page http://walkers.corpex.com/cr15p5/products.asp?snacktypeid=26

Walkers have re-packaged their crisps with a £20m facelift by owner Pepsico. The healthier crisps now contain a reduction in saturated fat by 70%, with less salt.

Walkers Crisps packaging

The Walkers logo has evolved bearing a new typeface, and although it retains its trademark red banner, it now sits on a 3D glowing sun. It does make the logo stand out more (presumably to grab the attention from a distance), whilst the flavour heading has been considerable enlarged and treated with a rather retro space-age feel. Pepsi springs to mind. It is more striking and attractive but I can't help feeling that they have slightly too far in this development of the brand. However, such packaging is designed with sales in mind, and to match other products on the shelf. Clearly they have selected a different path and different target audience from the more sophisticated cousin Walkers Sensations. My guess is that this will do the trick to keep Walkers as a top brand, even if it does temporarily dismay those attached to this quintessential British snack in its original form.


- 6 comments by 2 or more people Not publicly viewable

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  1. spacy.

    24 Feb 2006, 14:48

  2. Andrew Ingram

    I first saw the new packaging a few weeks ago and I don't like the changes. It just seems like attempting to modernise for the sake of looking modern. The font choice makes it look like some sort of sci-fi space food rather than a popular snack food.

    I feel the brand did need updating but that they took entirely the wrong direction.

    24 Feb 2006, 14:49

  3. Lauren Muir

    I have to agree with Andrew – the brand did need an upgrade but the new packaging is a bit of an eye sore.

    08 Mar 2006, 10:18

  4. Sarah

    Go on Taytos

    09 Mar 2006, 12:43

  5. rachel

    i don't really like it….ther first one was more original and WALKERS!!!

    15 Mar 2006, 21:22

  6. tracey

    i worked for mcurrach through you as a company.i was made redundant in october.now i realise why for a relaunch ! i recently went into one of my calls fos 8 box 3 boxes of cheese & onion all the rest empty.you not gonna sell many there i do have a pic if you would like it.what exactly are the territory managers doing for you ? i am looking for a job as yet ive not found one but would be more than happy to help you as to why you payin money for work not being done.i live in the north east

    28 Mar 2006, 13:23


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