Only On Holiday - Walkers plus Doritos and easyJet Holidays | Clapboard Ad Archive
Only On Holiday sees PepsiCo’s powerhouse snacks Walkers and Doritos join forces with easyJet Holidays and VCCP London to spark post-pandemic wanderlust across the UK food and drink market, smartly positioning these brands not just as snacks but as cultural staples of the holiday experience. The year’s most ambitious on-pack promotion taps into fresh consumer insight—PepsiCo research found that 91% of Brits adopt a distinct holiday alter-ego, indulging in quirks and behaviors they’d never allow at home—fueling a campaign that revels in the all-too-familiar rituals of being away: surreptitiously pocketing hotel toiletries, losing inhibitions on the dancefloor, and spending guilt-free hours at the all-inclusive buffet. The creative addresses the entire spectrum of UK snackers, from expressive Gen Z consumers coaxed by the rebellious edge of Doritos, to families who see themselves in Walkers’ warm and universally relatable take on holiday antics. By zeroing in on these archetypal vacation personas, the work operates in what Clapboard’s taxonomy classifies as FORMAT#10—Associated User Imagery, reflecting back to audiences the self-expressive, aspirational behaviors they recognize and aspire to while abroad. The promotion’s structure—a simple hourly chance to win an easyJet holiday voucher for those purchasing specially marked packs—bridges category lines, making snack aisles a point of contact with the hope and spontaneity of travel. Supported by humor-driven creative that mirrors the audience’s own inner holiday persona, the campaign sidesteps overt product focus in favor of emotional connection, cultivating brand relevance not just as a snack during consumption moments, but as an enabler of freedom and shared joy at a cultural inflection point. Clapboard rates this 64/100. By harnessing collective nostalgia and gently poking fun at the freeing behaviors of holidaymakers, Only On Holiday demonstrates how brands can reinvigorate established categories by acting as conduits for optimism, escapism, and the spirit of self-reinvention.
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