You've got to love Walkers really. Okay so they've made their crisps "healthy" so they don't taste as good and nowdays some say you're often considered lucky to get more than 7 crisps in a bag... But they do come up with some fun promos. The most recent of which is the "What's that flavour?" promotion where they have released 3 new flavours to the public but haven't identified what those flavours actually are. They have then challenged us to take a guess and as if the intrigue wasn't enough, Walkers are offering £50,000 to winning guessers who connect with them on their site walkers.co.uk or via Facebook.
This is a great campaign and an excellent example of modern marketing practices. They established a clear and solid campaign and then for the most part, relinquished control of it, instead allowing the masses to do their work for them through social networking sites, significantly lowering their costs in the process.
That said, they did still create a nice TV ad but it's was a montage of interviews with 'the public' making guesses. Other than featuring The Wanted and TOWIE 'stars' (plus Gary Lineker of course!), who sadly would have easily balanced out their fee by drawing in their 'fans', it would have been a low cost ad, which wouldn't have to be featured on air that much anyway since it can primarily be pushed virally through the web anyway from the Walkers Youtube account. The only depressing thing about it is the thought that Craig David might have profited in some way from the theme tune! That's all forgotten though, when you see the poor old dear guess 'Cheese and Onion' awww bless. Check out the video:
Walkers also took note of what retailers have told them since their last big promo, the comedian flavours. This time they changed the size of the cases and worked with distributors to make the product more accessible to independent retailers. Taking these factors into account, the "What's that flavour?" line will therefore almost certainly do better than its predecessors due to increased availability, social marketing and what it's all rooted from - and the reason I like this campaign so much - a strong idea!
Well I've tried all 3 now (naturally) and I thought some of the answers might have been too easy plus people have probably already beaten me to the punch if they were obvious so below are my 3 slightly out there guesses. Post your thoughts and guesses.
Mystery Flavour A
Could be something mildly cheesy. A lot of people are guessing sour cream.
TEZ's guess - Blue cheese dressing?
Mystery Flavour B
Definitely taste sausage. can also taste a kind of onion chutney like Walkers sensations. I've never tried Liver and Onions so can't be sure about that even though it would be a good shock tactic for one of the flavours to be something people might think is nasty.
TEZ's guess - Sausage casserole?
Mystery Flavour C
A little spicy, a little horrible to be honest. I'm thinking it was a curry but I'm not really knowledgable on Indian food. people are guessing Chicken Tikka... maybe an obvious choice but I don't taste chicken.
TEZ's guess - Lamb Tikka?
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