Pringles proves insights = successful innovation: Leveraging human truths to gain multi-year global success

This paper explains how Pringles, the snack brand, used research into emotional associations with summer to understand why a campaign had been successful in Europe in order to extend it globally.

Pringles proves insights = successful innovation: Leveraging human truths to gain multi-year global success

Terrae Schroeder, Dave Healing and Sarah SarkarKellogg's and Brandtrust

I Think, Therefore I Am

In 1637, the French mathematician and philosopher Rene Descartes wrote Discourse on Method and famously declared, "I think, therefore I am." In his Discourse, Descartes, credited with being the Father of Modern Philosophy, separates thinking, rationality and the capacity for language from the body. Furthermore, reasoning is completely detached from emotion (Skirry, 2005).

This struck a chord with many and whether he intended it or not, his...

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