Each year around this time, Pringles hits the US and UK shelves with new, limited-time-only, holiday-themed flavours.
The flavours are festive and unexpected. They are flavourful and experimental products that are likely to be disgusting. White Chocolate Peppermint, Cinnamon Sugar and Pumpkin Pie Spice, Pringle’s previous seasonal flavours, are being followed this year by Mint Chocolate for the UK, and Pecan Pie for the US market.
Pringles has always been the unexpected chip/crisp. Its efforts at category differentiation have lead to rivals protesting that the saddle-shaped snack failed to meet the definition of a ‘potato chip.’ (In 1975, the US FDA allowed Pringles to be described as ‘chips’ as long as it was in the sentence – ‘potato chips made from dried potatoes.’)
Pringles makes a point to be different. It comes in a tube canister instead of a bag. It pops! rather than crunches. It’s a brand with a great sense of humour, a unique zaniness, and it’s willing to go out on a limb to make a distinct impression, even if it could be a disaster at shelf.
The buzz around these limited-editions is mainly created by those cringing, describing the flavours as a real fright to the tastebuds. However, there’s buzz. People are talking, and more importantly, their talk provokes people to taste for themselves.
How smart is it for a brand to put something on the market that is regarded as particularly unappetising? Furthermore, how smart is it to do this year after year? Is this another case of innovation getting out of hand or is there something sharp in Pringles’ strategy here?
Our opinion – definitely a brave move that strengthens the brand.
The holidays are a difficult time to ‘break through’ at shelf. Every brand is bringing out the bells-and-whistles to the point where special doesn’t mean that much. But Pringles offers a flavour and social experience that could very easily become a holiday tradition. It’s something brand lovers and families can look forward every year – ‘What flavour is it this time?’
Only a brand like Pringles, with its energetic and fun personality, a strong consumer following and a portfolio of core flavours that people know and love, could pull something like this off. You expect the unexpected from Pringles, and so when it delivers, its enjoyable. Therefore, as much as it might make our stomachs turn a bit, we are looking forward to how far Pringles can take it. And if the brand is open to some suggestions, we’ve got a few. How about Spiced Eggnog, Frosted Gingerbread, or Aunt Lucy’s Fruitcake flavour for next year?
