Will Walkers’ investment in carbon labelling pay off?
12th July 2007
Ethical Corporation seems to think so. In the editorial for the July issue, Tobias Webb argues that the combination of cost savings and product differentiation will benefit Walkers considerably.
However, there’s a flip side to this argument:
While it remains ahead, consumers will have little to compare the product to. Critics also point out that customers are already so confused by myriad labels, such tactics will just add to the noise overwhelming buyers at point of purchase.
An interview with Walkers chief executive Neil Campbell later in the magazine provides an enthusiastic defence of the more positive point of view, however.