Advertiser: Kellogg'sBrand: PringlesAgency: ZEAL CreativeCountry: United Kingdom
In 2017, Pringles campaigns were starting to show signs of 'wear-out'.
Although can volumes had increased year on year between 2014 and 2016, the brand's focus on 'Buy & Get' campaign initiatives (e.g. Buy 3 cans and get a speaker) were becoming less impactful for retailers and less engaging for consumers.
Annual redemption rates saw a decline, dropping from 2.5% in 2014 to 0.31% in 2016.
Pringles were faced with the challenge of delivering an engaging and compelling promotional campaign that would excite...