With the concept “Give your mind a POP”, Pringles starts the year with a 360° campaign aimed at getting closer to the young public. The brand, already considered a love brand for millennials and generation Z, it seeks to reinforce an entire universe that revolves around the product, which is fun and irreverent.
The film, which premiered on TV, plays with the idea of bringing a curiosity that will give a pop in the mind: that humans evolved over millions of years to better taste the potato. Fun and humorous, the piece, as well as the global concept, are by the regional Leo Burnett and the entire digital strategy of the brand was developed by the KTBO agency.
Check out the campaign film:
Cristina Monteiro, Director of Marketing at Kellogg, says:
“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 another initiative of our robust strategy, in order to support Pringles’ democratization and growth plan for 2023.”
Since 2012, Kellogg, the multinational that owns the brand, has been gaining prominence when it comes to potato chips. In the last ten years, the snackknown for its iconic can, its format and unique flavors, has become one of the great protagonists of the company, which aims to lead the potato snack segment by the end of 2023.
Carolina Nogueira, Team Lead at KTBO Brasil, who has been serving the brand in Brazil since 2017, comments:
“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 their universe, in addition to being present on their favorite networks and participating in these conversations.”
The campaign also establishes the opening of a channel for the brand on TikTok and will feature influencers in the gaming and entertainment territories. Other actions are planned for the year, including the release of special editions.
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