Pringles: Summer in a Can

Pringles, the snack brand owned by Procter & Gamble, needed to grow its retail distribution without the benefit of any "product news", relevant sporting events such as the soccer World Cup or TV ad support for the brand.

Pringles: Summer in a Can

Client: P&GBrand: PringlesAgency: G2 JoshuaCategory: FMCGCountry: United Kingdom

In 2010/11, Pringles was faced with two key challenges – there was very little New Product Development (NPD) to drive sales and little in the way of 'big events' e.g. football tournaments, to build a promotion around. The brand positioning for Pringles is 'playful eccentricity' and communications has historically been built in broadcast media (mainly TV). The brand positioning is to fuel unexpected fun and brighter days. At the heart of the communication are the iconic cans and...

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