There’s nothing like the joy of ripping open a multipack of crisps, ready to indulge in a classic, unmistakable flavour.
Walkers Cheese and Onion, with its iconic blue packaging, is a staple of snack cupboards across the UK. But what happens when that predictable colour on the packet takes an unexpected turn?
A pink packet, bearing all the Cheese and Onion labelling but decidedly not blue. Is it prawn and cocktail, then? Or is it a case of mistaken identity or a brilliant stroke of marketing?
This strange occurrence recently sparked a bit of a lively debate here at Maxweb Solutions. Our MD, Liam, was the first to stumble across the oddity while opening a multipack of Walker’s crisps. There it was. A pink Cheese and Onion packet? Confusion turned to curiosity, then to speculation.
Was this a production mishap? A misprinted batch? Or something far more deliberate? After a quick bit of digging online, we found that Liam wasn’t alone. Another snack fan had reported a similar situation, with a bag of Wotsits, no less.
So, naturally, as a marketing agency, we asked ourselves: is this marketing or merely a mistake? And what can brands learn from moments like these? Let’s get into it.
A Happy Accident or a Clever Plan?
At first glance, this looks and feels like a simple manufacturing error. Printing crisp packets at scale involves a lot of moving parts – wrong colour ink, a misaligned template, or even a machine malfunction could explain a rogue pink packet making its way into the Maxweb office.
These things happen, and usually, they’re corrected without anyone outside the factory walls being none the wiser.
But we’re marketers. So what if this isn’t an error? What if it’s a carefully crafted campaign designed to do exactly what it’s doing now – getting the whole office to talk? And now here we are, telling you about it on our blog section of the website.
In marketing, unconventional tactics often steal the show. And when executed well, even the smallest quirks can become big conversations. And those conversations can lead to big wins when it comes to brand awareness.
Think about it. Liam’s discovery led to an office-wide debate, online searches, and a blog post (this one!). That’s the kind of engagement money can’t always buy.
Why Unconventional Marketing Works
Unconventional marketing thrives on unpredictability and curiosity. That’s what it’s all about. And when something feels “off,” people notice, and they talk about it.
So, the pink packet phenomenon is a prime example of how breaking expectations can create intrigue.
This approach is also not new. Let’s look at a few famous examples:
- Coca-Cola’s Share a Coke Campaign: Replacing their iconic logo with people’s names was a bold move. It sparked personal connections and conversations, proving that even small packaging changes can have a massive impact.
- Innocent Smoothie Knit Campaign: This one was cute, and it’s been going on for years. Tiny woolly hats on smoothie bottles weren’t just adorable; they were also a great conversation starter that tied into a good cause, raising money for Age UK.
In each case, the brand did something unexpected, creating a ripple effect of engagement. Could Walkers be doing the same with their pink packets?
After all, they’ve done this sort of thing before. Remember when they hired an undercover choir to surprise members of the public with a live rendition of the Champions League theme tune a few years back? Because we do.
The Power of User-Generated Content
One reason this tactic is so effective is the rise of user-generated content (UGC).
When people are going about their normal, day-to-day lives and stumble across something unusual, their first instinct is often to share it online. That’s precisely what happened when Liam shared his discovery with the Maxweb team. Same with the Wotsits girl. Soon, we were all Googling, sharing, and speculating – all classic signs of successful UGC in action.
Brands can use this kind of organic buzz to their advantage. Instead of spending millions on a traditional ad campaign, they let the audience do all the heavy lifting. Ideal, really!
By creating something shareable, like a crisp pink packet that should most certainly not be pink, brands can amplify their reach without even lifting a finger.
The key to making this work? Authenticity. If consumers suspect that a “mistake” is too calculated, they may feel manipulated. That’s the fine line between clever marketing and an outright blunder. This leads us on to our next point…
When Marketing Goes Wrong
Of course, not every unconventional marketing tactic lands smoothly.
Sometimes, a marketing effort that’s meant to intrigue ends up just confusing customers. Remember Pepsi’s infamous Kendall Jenner advert? Which tried to tackle social justice themes but was widely criticised for being tone-deaf? Yeah. Moving on…
The lesson here is that subtlety matters. If Walkers really are behind the pink packet mystery, they’re walking a fine line. Too much ambiguity could frustrate loyal customers. But just enough mystery could create a perfect storm of curiosity, engagement, and brand loyalty.
So, What Can We Learn from This?
Whether the pink packet is a genuine mistake or a deliberate campaign, it offers valuable lessons for marketers.
- Sometimes, the flaws are what make a campaign memorable. We all strive for perfection, don’t we? But a perfect product isn’t always the most interesting.
- Marketing isn’t just about messaging. Sometimes, it’s about sparking discussions. When people talk about your business, your job is halfway done.
- Platforms like Instagram and TikTok are perfect for showcasing moments of surprise or intrigue. A single tweet about the pink packet could go viral in minutes, you never know.
- Yes, mystery can be engaging. But don’t leave your audience completely in the dark. Drop hints, acknowledge the buzz, and guide the narrative a little unless it is actually a mistake.
- Pay attention to how people are reacting. Has it gone down well? For example, Liam thinks he might have won big with this one, and if he has, we’re all getting a company trip to Ibiza. If they’re excited, lean into it. If they’re confused or frustrated, clarify.
Shall We Open It?
As for the pink packet on Liam’s desk, it’s still sealed. There’s something almost sacred about preserving the mystery.
But the temptation to rip it open and settle the debate. Are these crisps really Cheese and Onion, or is there another surprise inside? It’s honestly growing by the day.
Maybe that’s the real magic of this moment. Whether it’s marketing or a mistake, it’s got us talking, wondering, and now blogging about it. And isn’t that the goal of great marketing?
So, Walkers, if you’re reading this, hats off to you. We hope you’re happy. Whether for your bold strategy or your happy accident. You’ve certainly got our attention.
Key Takeaways and Pink Crisp Packet Reveal
At Maxweb, we really do love uncovering the stories behind standout marketing moments.
The pink, crisp packet may be a small thing, but it’s a powerful reminder of how the unexpected can capture our imagination. And as for our mysterious pink crisp packet, you’ll have to wait and see!
In the meantime, we’re keeping an eye on our snacks. Who knows what other surprises might be waiting?
If you’re looking for marketing services in 2025, Get in touch. From web development and design to paid social, PPC, content and SEO services – we’ll make sure you’re standing out online. Call us on 0151 652 4777 for more information on how we can help.
Posted on Friday, January 10th, 2025 in Latest News.
