Walkers – Do us a flavour
So in the first of the case studies to illustrate my 5 F’s theory, comes Walkers and “Do us a flavour”.
Walkers has always enjoyed a special closeness with the British public. A relationship that has brought them huge commercial success and an almost dominant position in the crisp market. Unlike most dominant players in their sector, there seems relatively little animosity towards Walkers.
Part of this has been down to product development but this significant position has also been achieved through great marketing. Picking up on the status of national hero Gary Lineker was a masterstroke, and it is a relationship that still lives on today. Walkers are responsible for creating some magic moments with some of the in-demand public profiles. The classic example of this was when Walkers created a football execution involving Gary Lineker and a tearful Gazza (Paul Gascoigne). Other celebrities such as Charlotte Church and more recently Cat Deeley have appeared.
Rather than develop the same theme and just extend it, Walkers created a real point of difference.
In 2008, Walkers “Do us a flavour” campaign moved their advertising on by taking participation to a whole new level. Capturing the mass love of social media and User-Generated-Content (UGC), Walkers created a campaign that involved the public and created a genuine national debate. The beauty of the campaign was that it didn’t live in one space or develop through one-channel it almost became part of the British way of life. The campaign obviously lived online. However it also crossed TV ads, in-store, outdoor, radio, mobile and even IVR (Interactive Voice Response).
The fact that the public suggested over 1.2m flavours (that equates to 2% of the UK population submitting a flavour) and over 1m votes on the final shortlist, proves what a storm the campaign created.
The campaign essentially became the first large-scale initiative to put the British public in control. The election process was clear and straightforward. Crowd sourcing at its best. In hindsight this was a masterstroke as the campaign was also live when realtiy TV was at its peak. All shows that centre on the population (viewers) being in control.
On top of all these factors, Walkers didn’t throw away the heritage and familiarity of its previous campaigns, Gary Lineker remained a focal point of the campaign.
So why did it work?
Well, partly down to the fact that Walkers spent a hell of a lot of cash on the campaign. However, you could argue that this was no more than they would have spent on a standard campaign. So Fortune was a factor in terms of spend.
For me the F’s that really made the difference were Fame. The chance that “normal” people could get a massive amount of coverage regardless of whether they won. Their creations, designs or concepts would reach hundreds of thousands of people, very few opportunities like that exist, unless you have an immense Talent (then maybe you could get on X-Factor). The second success factor was Fortune (not the campaign spend). The winner secured a huge £50,000 prize. If that wasn’t enough, they also got 1% share of the revenue for all future sales, in theory, thats the pension sorted.
And the winner is…
I suppose after waxing lyrical about the campaign it is only fair to reference the winning flavour – its was of course – Builder’s Breakfast.