The campaign, as well as the global concept, are from the regional Leo Burnett and the brand’s entire digital strategy was developed by KTBO
With the Give a POP concept in mind, Pringles started 2023 with the launch of a 360° campaign aimed at approaching young audiences and focusing on strengthening the brand’s positioning.
The campaign film plays with the idea of bringing a curiosity that will “pop” in the mind. The piece, as well as the global concept, are by regional Leo Burnett and the brand’s entire digital strategy was developed by KTBO.
Brazil has come to play a key role in Kellogg’s global strategy. Proof of this is that Pringles presented six new flavors to the public last year, doubling the offer presented in 2021. This is yet another initiative of our strategy, in order to support the democratization and growth plan of Pringles for 2023, said Cristina Monteiro, director of Kellogg Marketing.
The campaign also establishes the opening of a brand channel on TikTok and relying on influencers in the gaming and entertainment territories. Other actions are planned for the year, including the launch of special editions.
“This campaign shows that Pringles is a brand that has everything to do with the new generations, showing that it is ready to be part of these people’s universe, in addition to being present on their favorite networks and participating in these conversations”, added Carolina Nogueira, Team Lead from KTBO Brazil.
