Evening indulgence demands a different feeling to daytime:
More sophistication, a sensory experience, marked by the moment of ‘kicking your shoes off and relaxing on the sofa’ after a hard day.

Market Situation 
Walkers identified the need to stretch into the premium evening snacking area of the market.
 
Our Approach / The Solution
A comprehensive market segmentation of the macro snacks market, indentifying a gap for an indulgent evening snack that is targeted at adults, premium yet accessible and has a strong product story, distinctive flavours and crunchier texture.  Working together with the brand and R&D teams to develop the named positioning concept and likely range.

Result
"Sensations" range with 4 flavour variants launched in Spring 2002 with 'real food' communications code on pack.  Created a 130 million euro brand in 6 months and has since been extended into crackers and nuts.