Walkers Sensations, Doritos and Max Strong are teaming up in a new campaign designed to drive impulsive summer sales under the new strapline ‘Grab Summer by the Snacks’.
The brands are joined by PepsiCo’s 7up Free and Pepsi Max in the promotion which is live from now until 27 July.
The campaign uses a flexible messaging system which targets consumers based on their location and will be ramped up if warm weather ever threatens to break out. When near a park for example, the ad will show “The Park Called. Bring Snacks”. Consumers at an airport will see ads showing “Fly. Snack. Share. Repeat”.
The in-store POS and stackers created to support the campaign have interchangeable headers meaning sales teams can deliver relevant messaging based on store location – whether that’s BBQ moments, the beach or the park.
The activity covers a range of pack sizes and taps into every occasion from lunchtime snacking to a picnic in the park with friends through to a big night in. It is supported by a demand-generating consumer marketing campaign placing more focus on high footfall areas like parks, beaches and campsites.
“With every one degree increase in temperature, we see a 4% uplift in salty snacks sales,” said Tegan Philp-Hines, Senior Brand Manager for PepsiCo.
“This increased impulsivity is driven by the fact that, if you take into account bad weather, time you are asleep, at work, commuting or doing life admin, us Brits are left with just 82 hours to ‘Grab Summer by the Snacks’.”