Marketing
The appeal of our brands is driven by marketing. We invest millions of pounds every year to bring our products to life for consumers and engage them in new ways.
Promoting healthier options
Our marketing has driven strong growth in Tropicana and Quaker in recent years, supported new products such as Walkers Baked and put reformulation at the heart of our standard Walkers brand by championing healthier Sunseed Oil.
Since 2004 we have invested all of our above the line advertising in Pepsi products on no-sugar and natural varieties. This has helped to drive greater growth in our Diet and Max products. Total retail sales in 2010 were almost double that for regular Pepsi – £200m versus £105m, an increase in carbonated soft drink can and bottles sales that are no sugar from 61% in 2008 to 66% in 2010, already meeting our 2015 target of 65%.
Responsible marketing
We take a responsible approach to marketing our products. We haven't advertised our crisps, other savoury snacks or carbonated soft drinks to children since 2004. For those products in our portfolio which are designed specifically for children, we take steps to ensure that they meet strict nutritional criteria and that marketing is targeted primarily at parents. Or rules are implemented across all types of advertising, including the internet and social media.
Growing our SunBites brand – case study
Sunbites contains 30% less fat than our core Walkers crisps, and also provides 16g of wholegrain in every portion. Consumer research has shown that it has the highest repeat rate of all our crisps and savoury snacks but customers are reluctant to try something seen as a "healthier" snack. So in March 2011 new pack designs and flavours were launched, and from June a multi-million pound campaign across TV, press and online began, highlighting the great taste and ingredients. The impact can already be seen. In the first four months of the year – value sales were up 26% on a year ago.
Sunbites marketing campaign featuring Rebecca Ferguson, X-Factor finalist 2010
Please give us your comments on the 2011 Health Update and our plans for the future.
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