Pringles: Meet Frank

Pringles, a crisp brand, launched a campaign in Europe to drive key brand metrics, change consumer behaviour, improve brand health and grow sales by 25%.

Objectives

Pringles were growing: 2013–18 saw average European annual growth of 7%.

With big ambitions: become Kellogg Europe's first $1bn brand by 2021.

This meant we needed to grow sales +25%.

Key growth drivers were COMMERCIAL INITIATIVES (CI's) targeting...