PepsiCo poised to axe Lineker as Walkers brand ambassador
LONDON - Walkers crisps is to drop sport pundit Gary Lineker as the face of the brand, bringing to an end a 13-year association.
Walkers' ad agency, Abbott Mead Vickers BBDO, has been briefed to come up with a fresh campaign idea. The tightening of rules on the TV advertising of foods high in fat, salt or sugar is believed to have played a role in the decision, as well as the age and relevancy of Lineker.
ADVERTISEMENT
It is understood that the former England footballer-turned-TV presenter will still feature in Walkers' 2008 campaigns, with the new advertising expected next year. The brand will spend about £27m on marketing this year, according to Nielsen.
The tie-up with Lineker has proved fruitful for the PepsiCo brand over the years and has been a crucial part of driving the success of its flagship crisp brand. In 2000 Lineker signed a £1.5m 'golden-handcuffs' deal barring him from endorsing any other products for the next five years. However, insiders described the campaign as 'increasingly tired'.
The original campaign was created by what was then BMP DDB before it switched to AMV following a global agency realignment in 1998. Lineker fronted the launch of Walkers' Sensations in 2005 with Tara Palmer-Tomkinson, and the following year promoted a more sober message that the crisps now contain less saturated fat.
Walkers said it was committed to using Lineker 'for the foreseeable future'.
History of Lineker ads
- 1995 Lineker's first Walkers ad, 'Welcome Home'.
- 1996 Appears in 'Gazza', refusing crisps to a lachry-mose Paul Gascoigne.
- 2002 Plays David Seaman's mum in 'Walkers footballs'.
- 2005 The launch of Walkers Sensations.
- 2007 Walkers defers 'Mud, glorious mud' amid fears it would offend consumers affected by flooding.
Jobs
- Digital Content Manager, Sage UK Limited
- , North East England
- Account Manager, Livewire PR
- £27-33K, West London
- MARKETING MANAGER :: INTERNATIONAL PROPERTY COMPANY, Dylan*
- Up to £55k + fantastic bens, Central London
- STAFFING AGENCY :: INTEGRATED AGENCY, Dylan*
- ,
Comments
A DIAZ - 18/03/2008
Must be embarrasing for AMV to have dragged on someone else's idea for so long
Luke Worth - 18/03/2008
Just read on a rival site that he has signed for another three years, which ones correct?!
Gemma Charles - 18/03/2008
We stand by our story
Gemma Charles - 18/03/2008
Could it be that someone had forgotten to tell Gary...
Greig Dowling - 18/03/2008
Check your facts guys....
GATES - 19/03/2008
fitness and health promotion Gary is the man
Ed Kemp - 19/03/2008
I don't think you can blame Gemma for other sites being taken in by Pepsi's PR, Greig...
Jeremy Lee - 19/03/2008
I honestly thought journalism was all about chasing down and breaking exclusive stories rather than believing the lines that PRs decide to feed to you?
Moira Moaner - 19/03/2008
Greig 1. Surely you must know as an 'experienced journnalist' not to trust companies when they send out emails denying things. 2. Why don't you chase your own stories instead of putting writing up PR press releases refuting ours.