Running head: A CREATIVE BRIEF FOR THE INTRODUCTION OF NEW FLAVORS.

A Creative Brief for the Introduction of New Flavors

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Photo by: (Fuchey, E. 2016).

Pringles Creative Report Promotion

Brand Profile

Market profile: 

Pringles is a vertically integrated company market-driven that shares the market with major

brand rivals including Potato chips, Fritos, Sun Chips, Lays, and many others. The customer base

at Pringles is 2 percent and 10 percent in America. And, because of the shift in consuming way

of life as well as deeper inventory levels, the industry's continued growth rate will increase by

about 5 percent during the next five years. The industry has also seen a growing increase given

the global health awareness phenomenon, with the rise in alternatives to goods like zero fat and

low sodium options.

Product Profile: 

Pringle's unique characteristic is its paraboloid-shaped structure, which is to avoid breakage of

the chip as well as to ensure the bundles are stable and aligned; also a distinguishing attribute

because it is cylindrical to retain the structure of the chip and eliminate air gaps. The soft, dry

crust of the Pringle is due to the absence of fat and stays delicious in the pack. Presently, Pringles

belongs to Kellogg's and is traded in more than 140 states around the globe, with a motto: when
A Creative Brief for the Introduction of New Flavors 3

you are popular, the enjoyment in North America does not halt. Julius Pringles, their signature

name, is also the company branding.

Brand Strategy

Use the one-star Pringles box as the product "Pleasant" as well as "Innovative" to improve

Pringle's position by delivering consumer value-driven goods, unlike traditional chips. The

advertisement would be carried out in a year through a lot of media such as TV ads, print

advertising and various social media sites such as Facebook, Snapchat, as well as Instagram.

Competitive profile: 

Frito-Lay also owns and manufactures the Pringles major fierce competition (Lay's, Doritos as

well as Cheetos). Lay's presently has the commodity Lays Stax to keep pace with the plastic

wrapping as well as the design of Pringles. A contemporary chip design style of Lay, produced

of deep-fried as well as chopped potatoes Pringles, although, is a type of potato crunch

consisting of grated potatoes, injectable as well as products The variation in materials means that

the result of Lay's can be easily replicated, but Pringles can't. Pringles pursues an optimistic

appealing message and incorporates customer innovation tactics in its marketing forms, such as

"flavor stacking" (placing several Pringles of different flavors).

Target Market profile: 

The main target segment is a young curious population who hunts for cultural snacks and try

fresh flavors. The demographic would be drawn to an enthusiastic crowd due to culturally

diverse additives, which can convey a sense of attraction (Khoja, H. I. 2016).  

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Target Market Persona

James is a researcher from Asia who attended

Hamilton Medical School for Some years. He

loves transitioning to American culture, yet

remains heavily connected with his own roots.

James is always on the move both in terms of

vacationing as well as professional. James is as

well curious and loves new life, possessing an

open perspective and extroverted personality. It

is very easy for him to have a night and just a

Objectives of the Promotion

1. The entire product portion for the whole portfolio is to be 30 percent defined before the

conclusion of two years.

2. Thirty percent of the consumers of viable companies will have checked our new services

in a period of one year.

3. To buy seventy percent of re-processed goods and repeat sales for target demographics

throughout the whole promotion.

Problem Statement
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With the arrival of new varieties in Pringles' snack chips range, brand scope and recognition for

local as well as migrant Canadians will be improved by extension of taste; new customers

experiencing original and maybe even discovery tastes from snacks will be welcomed.

Key Benefit Statement

Approximately three thirds (awareness of global market trends) of Pringle was distributed

beyond Europe plus 150 separate varieties of its existence throughout the globe (Glanfield, K.

2018). Pringles is a product that incorporates a variety of flavors, and could be used to discover

new foreign flavors.

Support Reason to Believe

Throughout the potato chip industry, Pringles has 56 years always been such a top brand

(Robier, J. 2015). Our study shows that although potato chips are not eaten by any single

population subject, the majority of procurement choices are usually made by the household's

parents. The work has also shown that we see millennial ideals expressed in how, when, when

and where those goods are bought as purchasing power moves into the millennium. This research

led us to describe the Millennium Generation for our target audience. This generation, between

25 and 40 years of age, are educated, interlinked and much less traditional (Fuchey, E. 2016).

While maintaining a sense of identity, they respect the society, rather than money, and prefer

being a good parent or spouse over having a house and a large salary. Our work supports the

notion that Pringles cannot be regarded as the most functional, economic or healthiest cookie, but

it is one of its characteristics, namely, the personality of competitors. The Pringles is a potato

chip that's cool! Pringles is Julius Pringle, the bow tied character, and the saddle shaped chips

piled inside their tube molded unusual packaging.

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Brand Positioning Strategy

The aim is to define or seek to "control" a promotional segment for a commodity, service or

product using a variety of strategies involving advertising, promotional products, delivery,

labeling and competitiveness. The purpose is to create a distinctive experience in the view of the

consumer so that a new and attractive commodity is synonymous about your product that is

distinct from the rest (Woods, P. 2019). In this case Pringles will put in place the use of the

following brand positioning strategies: Use the one-star Pringles package to strengthen Pringle's

role as the "Fun" and "Creative" potato chip brand by providing an offering that goes beyond

conventional chips to customers in a way that reflects customer values. The campaign will be

undertaken in 1 year via a number of media, including television advertisements, print

advertisements and several social media platforms such as Twitter, Instagram and Facebook

(Fuchey, E. 2016).

Creative Strategy

Pringles has not simply provided a plethora of social media to answer questions but also included

co-creative outlets to improve their communication methods, in order to provide more creative

responses, material and ideas. Pringles hopes to improve the campaign's success. They want to

use the multitasking content of print and video award winners to further expand their social

media interaction with their followers.

Media Considerations

 Purchase Primetime Ads (Announcement/Main Cable Set-ups)

 Place a direct ad. For instance, www.talkingretail.com/

 Put in place a programmatic advertisement

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FAQ

Mandatory Elements Learn the answers to

those questions we get
Fresh Products Tastes: Curry Masala, Jamaican Jerky and Grilled most often from
Kelloggs.com
Shrimp

Budget

Duration of the Promotion: One year

Promotion Launch Date: Feb 29, 2020

Promotion Budget: $2,000,000

Television Promotions (every single lasting 6 months with 2 months discontinuity period) =

$1000, 000.

Social Media engagement (Instagram story, Facebook, YouTube) = $300, 000.

Magazine Announcements = $ 400, 000.

In-store Ads = $150, 000.

Client Info-graphic Report

Contact Us

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A Creative Brief for the Introduction of New Flavors 8
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References
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Fuchey, E. (2016). GPD program at COMPASS. Proceedings of QCD Evolution 2015 —

PoS(QCDEV2015). doi:10.22323/1.249.0048

Glanfield, K. (2018). Brand transformation – strategy selection and implementation. Brand

Transformation, 198-219. doi:10.4324/9781315160450-9

Khoja, H. I. (2016). A Global Nomad in Search of True Happiness. Bloomington, IN: Xlibris

Corporation.

Robier, J. (2015). Der “Reason to believe”. Das einfache und emotionale Kauferlebnis, 1-29.

doi:10.1007/978-3-658-10130-5_1

Woods, P. (2019). Brand Positioning. The Brand Strategy Canvas, 67-86. doi:10.1007/978-1-

4842-5159-1_5