ABOUT

The Challenge
Pringles was under pressure from own label and competitor brands, who offered alternative ‘sharing bag’ crisps, more varieties of interesting flavours, and a more ‘friendly’ price point. In addition, Pringles were traditionally seen as a snack bought by mums at Christmas time and not the crisp of choice for a younger audience.
The Idea
Come summertime, young adults like going to festivals and hanging out with their friends. We came up with the idea of combining the uniqueness of the Pringles can with our audience’s love of music, turning the can into portable speakers, which enabled young adults to share their snacks and their musical experiences wherever they were.
This gave Pringles a reason to be on young adults radar in the store, and made it a more credible snack choice for them and their friends – giving us the edge over their usual sharing bags choice.
We came up with a creative idea, and worked with a number of partner agencies to execute it ‘from the shelf…back’, demonstrating how the idea could be adapted in the most meaningful way, in the most relevant channels.