DISCOVER A WORLD OF FLAVOUR

ClientKELLOGG'S
Category A01. Food & Drink
TitleDISCOVER A WORLD OF FLAVOUR
Product/ServicePRINGLES
Entrant DIGITAS London, UNITED KINGDOM
Idea Creation DIGITAS London, UNITED KINGDOM
Idea Creation 2 KELLOGG'S UK & IRELAND Dublin, IRELAND
Production COOKIE STUDIO London, UNITED KINGDOM
Production 2 DARK ENERGY FILMS London, UNITED KINGDOM
Credits
Name Company Position
Peter Drake Digitas Executive Creative Director
Matt Watson Digitas Creative Director
Jonny Palmer Digitas Creative
Andy Russell Digitas Creative
Rachael Kendrick Digitas Creative
Alice Dunoyer Digitas Producer
Bernie Valentine Digitas Strategist
Paul Doherty Digitas Client Partner
Jack Davies Digitas Account Manager
Chris Strong Dark Energy Director

Background

Pringles has been working to create entertaining digital and social campaigns that truly engage their fans. And it’s working. Their social media following continues to grow with over 24.5 million followers on Facebook – more than any other snack brand in the UK. Pringles has a wealth of flavours… some great, some a bit weird and some that people have never heard of or tasted before. However, Pringles fans tend to stuck to what they know and are reluctant to buy new flavours. Our brief was to drive the growth of Pringles by building awareness and trial of its great-tasting flavour range via our target audience of social connectors.

Describe the strategy

We wanted to give people who weren’t already fans a reason to reconsider Pringles, and delight existing fans – encouraging them to buy more. Our insight was that the flavour hit of Pringles hitting your tongue for the first time is so intense that it’ll transport you into another world.

Describe the execution

We challenged ourselves to create audio visual worlds that give viewers a ‘Pringles epiphany’ and can actually help them taste each different flavour. The series of laugh-out-loud, socially-optimised videos use a combination of live action footage and animation to transport people into their own, vivid Pringles world; juxtaposed against the real-word, awkward, social consequences of their experience. The films were seen across Facebook, Instagram, Twitter and VOD in six markets; alongside a promotion for people to buy more than one flavour in store.

List the results

• +75% positive social sentiment vs 1% negative social sentiment • 41m views across 6 social films • 260m impressions • 0.03 CPCV vs 0.06 KPI