Following the success of Salt and Lineker crisps, which boosted sales by
60%, Walkers saw scope for exploiting one of today’s biggest marketing
opportunities: the Spice Girls.
Hence we have the introduction of the new Cheese and Chives crisps being
sold in five limited edition packets, each featuring a different Spice
The brief for the advertising agency was to come up with a campaign that
linked the Spice Girls with its current incredibly successful campaign
using footballer Gary Lineker.
Walkers signed Lineker up for its ’No more Mr Nice Guy’ campaign in
January 1995, and the resulting commercials are now among the most
recognised on television.
This is the ninth execution to feature Lineker; almost all of them have
made it into Adwatch.
Celebrities appearing with Lineker have included Paul Gascoigne and
Ulrika Jonsson, but the Spice Girls are certainly the hottest property
to feature in one of the ads so far.
The 30-second commercial was filmed at Shepperton Studios under the
direction of Paul Weiland, who has directed all of the Walkers ads.
It twists the familiar ’No more Mr Nice Guy’ strapline to become ’No
more Mr Spice Guy’.
The commercial shows Lineker rejecting the obvious charms of the
provocatively attired Spice Girls and stealing their crisps instead.
Walkers also received high-profile publicity from the tabloids about the
making of the ad. The People reported the ad had to be re-shot when
’Posh Spice’ objected to the way in which she was presented.
Many papers carried the story of the ad being blocked from daytime
television by the Broadcast Advertising Clearance Centre on the grounds
that lines like ’Have you scored recently?’ were too sexy. The agency
then filmed a tamer ten-second ad to be shown before 6pm.
The presence of the Spice Girls and the media attention surrounding the
ad meant ’No more Mr Spice Guy’ stormed into this week’s Adwatch table
at number two, with 86% awareness.
The more detailed data shows that awareness remains high across the
board, reaching 95% among 15- to 24-year-olds, and 93% among 35- to
The C2 group shows a markedly higher awareness than other socio-economic
classes, at 97%. This compares with 87% for ABs and 85% for C1 and
The commercial has proved more memorable with women than men, at 88%
compared with 83%, and is particularly memorable in the Tyne-Tees TV
region, where every viewer surveyed could recall the ad.
Client: Walkers Crisps
Senior brand manager: John Grieveson
Agency: BMP DDB
Creative work: Dean Webb
Media: National television Target: Children and mothers.