PepsiCo has launched three mystery flavours for its Walkers crisps brand in the UK.
The ‘What’s That Flavour?’ campaign will see PepsiCo release three unidentified flavours called A, B and C. Consumers will have the chance to win GBP50,000 (US$77,800) if they identify them. The real flavours will be revealed on 12 March.
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“Walkers is a loved brand and a true flavour innovator with proven success at engaging consumers,” Walkers marketing director Miranda Sambles said. “By stimulating people’s natural curiosity around flavour, the campaign is set to get the whole nation talking and ultimately drive sales.”
More than 17,000 independent retailers have been sent teasers and the campaign will be supported by a communications campaign.
Walkers ran a similar campaign called Walkers Flavour Cup in 2010, which the company says helped them sell more than 100m packs.
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