Campaign details
Brand: PringlesLead Agency: StarcomRegion: North America
Strategy
Objective
In a competitive category, Pringles' sales were lagging behind the competition. Hovering at a 3.4% dollar share, the brand was far behind the market leader, Lay's (13.0%), trailing behind Cheetos (6.7%), and playing catchup to Ruffles (4.1%). The competitions' bolder approach in terms of products (think Flamin' hot) and culturally relevant campaigns (Ruffles signing NBA star Anthony Davis) were winning over Millennials – a big and extremely lucrative market for the category.
Pringles had a clear opportunity with these young adult salty snackers. However, Pringles...