Walkers Asks Customers to “Do us a Flavour”

Walkers Asks Customers to “Do us a Flavour”
Scott Lachut, PSFK Labs
  • 21 january 2009

During the summer of 2008, UK-based Walkers, makers of potato crisps (chips for our American readers), asked their customers to help create the company’s next flavor with their “Do us a Flavour, Pick us a Winner” competition.  And though contests are nothing new, this one is modeled a bit differently. Not only does the winner get bragging rights as the taste’s inventor, but they also receive 50,000 pounds in prize money and 1% of future sales in the new product – an unique opportunity to truly feel apart of the Walker brand.

After receiving “zillions” of entries (according to the website), Walkers has narrowed the field down to six choices that they have made available in stores, leaving the final verdict in the public’s hands with a popular vote taking place online and through mobile devices. A smart move that encourages further engagement with the brand as both consumer and judge. And giving customers the feeling that they have a stake in a brand’s decision making process and ultimately in determining its success, might be the most important part. The Independent explains:

The truth is, getting one million people to engage with your brand at a level that goes much deeper than a single moment at the point of purchase creates a very different sort of customer relationship. In fact, your customers become much more than customers; they become partners. And, at a stroke, Walkers is seen as a company that respects its customers enough to cede some brand control to them, to give them a sort of co-ownership in the product.

It’s a mirage, and we know it. But though Walkers isn’t letting its customers run amok with its brand, it recognises that brands now have to open themselves up for the public to engage with, play with, manipulate and, crucially, have fun with.

The whole process has become democratised. Consumers are already demanding interaction with brands, and they’re not waiting to be invited to participate. If they’re not appropriating brands to make their own YouTube films with, they’re blogging on them, or creating Facebook pages dedicated to their love of them, or criticising them before a potential web audience of millions.

Brands can ignore all of this (bad idea) or join in and encourage it (good idea). And since brands have become public property, Walkers clearly reckons on using the public as its product development team; consumer as brand architect (and therefore brand advocate).

And in case you were wondering, our money is on “Builder’s Breakfast” to walk away with the grand prize in the end.

The Independent: Claire Beale on Advertising: Walkers’ customers turn brand architects


Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology october 21, 2016

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture october 21, 2016

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Automotive

See All
Retail october 21, 2016

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Related Expert

Danielle Fong

Solar Power, Battery Technology, Sustainability

Travel october 21, 2016

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment october 21, 2016

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI october 21, 2016

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 20, 2016

Wearable Tech Expert: Designing Technology To Empower Connection To Ourselves

Billie Whitehouse, Founder of Wearable Experiments, shares her new vision for the quantified self

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials october 21, 2016

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food october 21, 2016

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising october 21, 2016

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail october 21, 2016

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children october 21, 2016

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants october 21, 2016

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology october 21, 2016

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

No search results found.