Pringles

Over the past five years, the brand has promised 'exhilarating snacking and irresistible taste'. This approach strengthened its leadership in Europe and advertising has been a key to Pringle's success.
  

Procter & Gamble Genf/ Pringles

Agency : Grey Dsseldorf

MARKETING SITUATION

Prior to Pringles launch, most European chips markets were small. Consumption was mostly at social occasions (parties) or nonexistent. Pringles changed these market characteristics. Over the past five years, the brand has promised exhilarating snacking and irresistible taste. This approach built and strengthened its leadership in Europe and advertising has been key to Pringles success.

ADVERTISING OBJECTIVES

Strengthen and expand its leadership position by driving frequency of consumption. This would be achieved through a pool of ads focussed around one core advertising idea, tailored to different target groups...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands