The new-look bags, created by branding agency The Distillery, feature an illustration of a Nik Nak as part of Golden Wonder's wish to emphasise the unusual nature of the product.
TV ads breaking in August will represent the first work for Nik Naks by J Walter Thompson, which won the account last year.
The campaign moves away from animation to dramatise the inherent oddness of the product and its flavours, and is intended to attract Nik Naks' core customer base of students and teenagers.
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