The new image of Pringles is launched after 25 years without touching the brand image.
There are really few brands that can afford not to change their brand image in 25 years. And more so in an era where technological advances are forcing brands to constantly reinvent themselves.
This is the case of Pringles, the popular potato brand owned by Kellogg’s, which is launching its first global brand image campaign. And he does it after 25 years, during which time he has done impeccable marketing and advertising.
Leaving behind “Once you pop, you can’t stop”
“Mind Popping” is the title of the campaign to announce the new brand image of Pringles. It has been created by the Gray London agency and comes to replace the famous “Once you pop, you can’t stop”.
The intention of the new brand image is to find a slogan that suits the new generations. For those born in the 90s and 2000s, the “Once you pop, you can’t stop” will always remain in the memory of the boomers. But the new generations need one more stimulus. This is where “Mind Popping” comes into play, a simile of “Mind Blowing” and that fits perfectly with the current language in networks.
The first Pringles ad to announce the makeover is titled “You were made for Pringles” and is 30 seconds long. The brand humorously talks about how the universe was created, with a “big pop” in the form of Pringle.
According to Stephen Duggan, Brand Lead Activation of Pringles: “We are very excited about the launch of “Mind Popping”, a step towards the renewal of the brand. In addition to helping us innovate in product, marketing and retail, “Mind popping”, will inspire the playful curiosity of our consumers in a way that only Pringles can do.”
Christopher Lapham and Aaron McGurk, Creative Directors, Gray Londond: “When we started researching Pringles, we discovered stories and facts that blew our minds. The fact that the machine with which they began to be manufactured was invented by a science fiction author, that the universe has the shape of a Pringles chip or that it adapts perfectly to the tongue, led us to the idea of “Mind popping” and realizing that what seems to be simply a potato-based snack is much more”.
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