Campaign details
Brand: PringlesBrand owner: The Kellogg CompanyEntrant company: Starcom, ChicagoIdea creation: Starcom, Chicago / JWT|WMC|Grey New YorkMarket: United StatesSector: Savoury snack, potato chipsMedia channels: Social media, Sponsorship media, TelevisionBudget: 3 - 5 million
Executive summary
In a growing category, Pringles' sales were lagging behind the competition. With bolder product approaches and culturally relevant campaigns, the competitors were winning over the much sought-after young demographic. Pringles needed to break through with Millennials and GenZ who notoriously HATE advertising – avoiding it at all costs. This...