Doritos axes Walkers tag from packs

Doritos, the PepsiCo-owned crisp brand, is dropping the Walkers branding from its packaging as part of a relaunch being rolled out in seven countries in Europe.

The relaunch is the second phase of Doritos’ development in Europe, according to Robert Rees, category director Frito-Lay Europe. He says the Doritos brand is strong enough on its own: “Teenagers no longer need the reassurance of the Walkers brand.”

In Spain and Portugal, Doritos is dropping the “Matutano” branding from its packs and in the Benelux countries the “Smiths Foods Group” branding is being abandoned.

The relaunch will also see European packaging of the brand, designed by Landor, made more consistent. It aims to be more mainstream, and less of a niche corn chip.

The company is also unveiling a global advertising campaign through BBDO New York.

The ads are based on “the loudest taste on earth”, which is intended to reflect the brand’s attitude, its crunchiness and its “full” flavours.

The campaign breaks in the UK on February 10 during the airing of the Brit Awards.

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