Popchips are new to me but apparently they’ve been around for a few years in America. They have an unusual, confused design, signifying Brand Personalities of Tough and Creative. This is at odds with the pack copy, which emphasises health benefits. The heavy use of purple denotes Regality and doesn’t work at all. The prizes are okay, if a little incongruous. They are clearly trying to attract a broad youth market for this promotion but young people aren’t a group that particularly values Toughness, Creativity and Health above another age group. They’d do better to focus on the Brand rather than an age segmentation.

Details of how to enter are set in a tiny font size, but to enter you go to popitweekly.com. They’re collecting the usual data: name, email and mobile.