Pringles: Summer in a can

Bobby Hui

Snack brand Pringles wanted to grow its market share and attract new consumers in the Western European market.

Pringles: Summer in a can

Principal author: Bobby Hui, G2 Joshua

This paper will demonstrate how a simple but highly original creative insight led to the development of a promotion-based communication campaign for Pringles which has proven to be the most effective activity of this type in the brands history. It will also demonstrate that the campaign was not only effective in value and volume terms but also reengaged a critical target audience, turning them into active advocates of the brand.

The snacking market in Europe is huge – worth some 12.5 billion Euros and within it Pringles with...

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