Golden Wonder's budgets are limited. Unlike the huge spending power of their main competitor, they can't afford expensive media such as TV, or enjoy the luxury of celebrity endorsement. So when they launched a new range of crisps the budget had to work incredibly hard. The name of the new product Golden Skins inspired the creative idea: pale skinned people eating the product. Posters were picked as the perfect medium to communicate this idea with the packaging acting as headline and branding all in one. A simple poster campaign was the result.
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