The flavour of Scotland - crunchy and brave

In recent years, Highlander went through a ‘total’ restyling of its brand identity and packaging, with the aim of revitalising the brand ‘to speak to millennials and increase product consumption’. With previous adverts featuring a castle-haunting, red-haired, kilted ghost chomping down on Highlander crisps under the tagline ‘the awakening of ultra flavours’, a fresh marketing approach saw the Scottish origins of the brand emphasised by accentuating the ‘rebellious and provocative personality’ of the brand inspired by the Highland Games, strength and courage.  A description on the packet read: “Wearing a kilt is not enough to be a Highlander, you need grit. These are the ideal crisps for those with character, thick and crunchy with strong and intriguing flavours, with no compromises. Be crunchy, be brave, be a Highlander!

www.heraldscotland.com/...