The Power of Quirkiness in Advertising

The brand has a heritage of this quirkiness that you couldn't just leave behind as a brand asset. And so we had a hypothesis that tools personality could be the secret ingredient that makes it tastier than kettle and to prove that. We got people to taste two different sorts of crisps. The quirky, characterly described ones, as opposed to the foodie artisanal ones, were the ones that tasted better to people.