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...