| Procter & Gamble - Pringles
2005 ReBrand 100: notable
Order of information below: Before Image, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - Pringles had long been represented by the iconic gent, who until 2002 resembled a member of a barbershop quartet. In talking with consumers around the globe, the connection of Mr. Pringles with potato crisps was consistent. However, consumers suggested that he be contemporized to be relevant and engaging within a visually active and dynamic snacks category. Strategy - In 2002, Mr. Pringles got a facelift in keeping with suggestion that he be contemporized. The new packaging incorporated rich colors and custom typography to complement the Mr. Pringles icon that helps sell the brand’s attributes of sociability, irrestibility and fun. Result - With a refreshed Mr. Pringles, Pringles is tailoring offerings for specific occasions and is connecting with partners like Disney to bring to life Pringles “Prints”. Now, Mr. Pringles is smiling and having a great time. Credits : Client : Proctor & Gamble - Pringles - www.pg.com Creative Firm : Libby Perszyk Kathman - www.lpk.com Senior Design Director: Matt Baughan Production Director: Bob Thelen Production Director: Mary Kirschner Brand Account Leader: Erin Wisecup [back] |
