Pringles’ Food Truck platform in Australia and New Zealand offers more unique, innovative flavors on a seasonal basis to drive curiosity and interest for its heritage brand. The challenge was to introduce two new flavors – Southern Fried Chicken and Spicy BBQ – that integrated Pringles’ brand positioning of playfulness and effective storytelling whilst appealing to millennials and hipsters alike. Most importantly, the new flavors really needed to stand-out on shelf.
We focused on “animating” the iconic Pringles chip by creating a more playful, active execution of the chip and each new flavor. We also focused more on the Food Truck itself to visually signal the connection between the trendiness of food trucks in the market and Pringles’ exciting new flavors.