Branding News: Golden Wonder uses retro look for Ringos

Golden Wonder has taken inspiration for the relaunch of Ringos from its original pack from the 70s.

Ringos' return this month is part of Golden Wonder marketing director Rob Morgan's strategy to revitalise the firm's brands, while playing on the 'colourful' nature of the products. The Scottish snack manufacturer is aiming to increase its distribution south of the border.

The relaunch packs have been developed by Stocks Taylor Benson (STB), which was tasked with creating a design that appealed to consumers who remember Ringos from their childhood and who now have children themselves. While adults are the primary target, Golden Wonder hopes the brightly coloured packs will also appeal to children.

STB was asked to devise a retro look for the brand, using the original pack as a starting point, but giving it a contemporary twist. Metallic inks and foil packaging were used to bring the brand up to date. The consultancy is currently developing packaging for undisclosed new Golden Wonder products.

Ringos' comeback was prompted by an independent online petition 'signed' by more than 12,000 consumers who wanted to see Ringos back on the shelves.

The brand was introduced in 1973, but was axed in the 90s following a slump in sales.

The relaunched brand will be available in Salt & Vinegar, Pickled Onion and Cheese & Onion flavours.

J Walter Thompson will create ads to support the relaunch. Details of the campaign have yet to be revealed.

The most recent Golden Wonder brand to launch is the premium Golden Skins, a rival to brands such as Walkers' Sensations and Kettle Chips (Marketing, 21 July).

Golden Wonder's current TV ad for its Nik Naks brand has attracted 38 complaints. The ad, which spoofs the film Alien, exemplifies Morgan's bid to maximise media spend by creating talked-about ads.