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Walkers, Lidl, Santander: 5 things that mattered this week and why

Marketing Week 07 Jun 2019 12:47

Walkers enlists the Spice Girls to rejuvenate its brand

The Spice Girls are back touring, and that also means their endorsement engine has roared into action again. Back in the 1990s, the Spice Girls were happy to put their name alongside brands including Pepsi, BT, Asda and, of course, Walkers and they are back promoting crisps as the brand looks to spice up its image.

The aim is to reposition the brand to make it more relevant. Brand awareness is still high, but seemingly people aren’t talking about it enough, so it is embarking on its biggest campaign ever to get people to give it some love again.

The campaign launched with a competition to find the Spice Girls’ biggest fan on social media, culminating in a TV spot that saw superfan Dev surprised by the arrival of the band at his home. Ecstatic at first, his feelings soon change when he realises the Spice Girls want to share his crisps – a bag of Walkers of course!

Walkers has some lofty ambitions to reach 97% of the UK population with this campaign, creating a “Superbowl moment for the UK” (although we thought that accolade had already gone to Christmas marketing). It also wants to inject some much-needed spark into a brand that has been relying on Gary Lineker to get people talking (although he still makes an appearance).

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