Kellogg’s brand Pringles is known for its vast array of amazing flavor options which are available in more than 140 countries. In India, the brand recently re-launched 3 variants of Pringles with an in-store contest to win a Royal Enfield Thunderbird 350 motorcycle with the purchase of any 2 cans of Pringles.
According to the brand, the overarching objective of the campaign was to create a unique experience that engaged shoppers and encouraged multiple-buys while offering a prize incentive.
“Taking the brief forward, we created entrance displays, lobby displays, category floor graphics, mini wings, aisle flags and trolley branding. The design team brainstormed many solutions but needed to approach this project with budget and timelines in mind. As a result, we took a frugal approach to ensure that we could utilize our various creative ideas without diluting the design metrics. This was an achievement in itself!,” shares Balaji Murugesan, Director SAB Creations.
The brand also arranged for the placement of an actual motorcycle at the entrance of a HyperCITY Store in Malad, Mumbai.The entrance display was a key promotional space as this was the only point where shoppers could actually touch and feel the prize. The POP elements needed to be simple, durable and shout out Pringles loud and clear. The idea was to utilize the supporting collateral to first disrupt, then engage, without diluting the core objective of driving consumption.
On the category floor graphic, Balaji shares, “As per the theme, we recreated a road within the aisle complete with speed breakers and a GO SLOW area at the primary bay. Since floor graphics tend to be an expensive proposition we wanted to maximize its effectiveness by driving home the theme!”