Mary Carmichael
Walkers has unveiled its first marketing plans for the Wotsits savoury snacks brand as it finally takes full control of its summer acquisition.
Activity will include updated packaging, as well as "extensive" in-store PoS material and a £2m TV advertising campaign.
The snacks giant also aims to highlight the cheesiness' of the brand's original flavour by re-naming it Wotsits Really Cheesy.
The new approach marks the end of a transitional period during which production was moved from the brand's former owner Golden Wonder to a new production line at Walkers' Coventry plant.
Trade marketing manager Cath Painter said Wotsits' support had declined in recent years.
"It currently has sales of more than £40m and unique brand awareness among children in the UK," she explained. "It hasn't been given the support it deserves and previously enjoyed but, with our full support programme, we are aiming to fully realise the potential of the brand."
The changes will become visible later this month when revamped packs are due for release. These retain the distinctive orange and blue colouring and bubble writing but have been updated to give a more contemporary image.
TV advertising kicks off after Christmas and will concentrate on kids' TV channels such as Nickelodeon and Cartoon Network. The brand will also benefit from the on- and in-pack promotions programme for its new owner's snack portfolio, which focused on Merlin football stickers in 2002.
Painter claimed last year's relaunch of Walkers Squares led to an increase of 156% in sales and predicted similar success with Wotsits. "It's a no risk proposition for retailers," she claimed.
Walkers also plans to make the most of its ongoing sponsorship of kids' weekend TV programme SMTV in the new year. It will run a series of commercials for each of its stable of snack brands aimed at youngsters.
{{MARKETING }}
Walkers has unveiled its first marketing plans for the Wotsits savoury snacks brand as it finally takes full control of its summer acquisition.
Activity will include updated packaging, as well as "extensive" in-store PoS material and a £2m TV advertising campaign.
The snacks giant also aims to highlight the cheesiness' of the brand's original flavour by re-naming it Wotsits Really Cheesy.
The new approach marks the end of a transitional period during which production was moved from the brand's former owner Golden Wonder to a new production line at Walkers' Coventry plant.
Trade marketing manager Cath Painter said Wotsits' support had declined in recent years.
"It currently has sales of more than £40m and unique brand awareness among children in the UK," she explained. "It hasn't been given the support it deserves and previously enjoyed but, with our full support programme, we are aiming to fully realise the potential of the brand."
The changes will become visible later this month when revamped packs are due for release. These retain the distinctive orange and blue colouring and bubble writing but have been updated to give a more contemporary image.
TV advertising kicks off after Christmas and will concentrate on kids' TV channels such as Nickelodeon and Cartoon Network. The brand will also benefit from the on- and in-pack promotions programme for its new owner's snack portfolio, which focused on Merlin football stickers in 2002.
Painter claimed last year's relaunch of Walkers Squares led to an increase of 156% in sales and predicted similar success with Wotsits. "It's a no risk proposition for retailers," she claimed.
Walkers also plans to make the most of its ongoing sponsorship of kids' weekend TV programme SMTV in the new year. It will run a series of commercials for each of its stable of snack brands aimed at youngsters.
{{MARKETING }}
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