PepsiCo has added a 0.0% alcohol claim to packs of its better-for-you crisps and snacks to position them as “the official snacks of Dry January”.
A campaign will run across OOH, digital, print, PR and shopper channels, featuring 0.0% alcohol messaging “reminiscent of beer ads”.
It includes a “tongue-in-cheek” clip, which sees Danny Dyer serve up pint glasses filled with crisps to unsuspecting patrons who are going dry. The clip will be shared across digital platforms and on social media channels.
The campaign was intended “to capture shopper attention during a month of new year resolutions” and keep Walkers’ better-for-you range – which includes Walkers Baked, Walkers Less Salt, Snack a Jacks, Pop Works and SunBites – top of mind, said PepsiCo.
“Many shoppers will start the new year off by cutting back on the things they enjoy, such as some of their favourite snacks,” said PepsiCo UK marketing director Cynthia Finke.
The campaign tapped into the “culturally relevant moment” of Dry January 2025.
“Through this, we can remind consumers of our broad range of great-tasting non-HFSS snacks, making sticking to good intentions a little easier with brands they already know and love.”
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