Landor London Creates Packaging for Walkers' New Sensations Range
Landor London has created the packaging and look and feel for Walkers’ Sensations - a new mainstream premium crisp range. The product - specially prepared crunchier crisps in a range of five indulgent flavours: oven-roasted chicken and thyme; Thai sweet chilli; sea salt and malt vinegar; four cheese and red onion; and sea salt and cracked black pepper - will be available on-shelf from mid-March 2002.
Landor London has created the packaging and look and feel for Walkers’ Sensations - a new mainstream premium crisp range. The product - specially prepared crunchier crisps in a range of five indulgent flavours: oven-roasted chicken and thyme; Thai sweet chilli; sea salt and malt vinegar; four cheese and red onion; and sea salt and cracked black pepper - will be available on-shelf from mid-March 2002. This is Walkers’ first foray in marketing mainstream premium snacks and it will be Walkers biggest brand launch since Doritos in 1994, supported by an advertising campaign by Abbott Mead Vickers.BBDO starring Gary Lineker and Victoria Beckham. Sensations is aimed at adult snackers - primarily 25-45 year old parents with young kids. This brand is all about coming home from work, relaxing in front of the television or with friends and unwinding with a bottle of wine and a pack of Sensations. In introducing a range like Sensations, Walkers recognises the fundamental shift in people’s eating habits in the UK and acknowledges their aspirations for better quality fresh ingredients. The packaging is a radical departure from established Walkers packaging, reflecting the unique nature of this new range. The new Sensations brand identity is the hero - it is endorsed by the Walkers banner that supports cues of quality and freshness. The use of ingredients photography on pack, extremely rare within the savoury snacks category, is by world-famous food photographer David Loftus. It combines the idea of the finest quality ingredients with the best of the world’s flavours. Sensations’ recommended retail price is £1.29 per 150g bag and will also be available in a smaller 40g size. True to its mainstream premium positioning, it will only be 20% higher in price than a normal Walkers Crisps large bag. Nikki Burgess, Brand Manager for Evening Snacking at Walkers, says: "I believe that it’s the packaging that will be a key differentiator of Sensations from the competition - it is so fresh and stylish and there’s nothing on the market that compares. Landor’s breadth and depth of creative expertise in packaging design has been a vital part of the marketing mix." Derek Johnston, Creative Director at Landor, says: "There was a desire to bring a deeper level of considered and stylish design to highly commoditised product packaging such as Sensations. People’s homes and lives are increasingly stylish and contemporary and our creative execution reflects this.
