Mar 16, 2011

Hot and messy ‐ that’s cool

Whilst competitors like Doritos have been getting lots of attention doing really cool stuff like co‐creation of new flavours and even ads, Pringles continues to quietly march on, growing 11% last year to reach number 35 in the UK’s biggest brands chart. Flavour innovation was a big part of this success, including new ‘Xtreme’ flavours aimed at younger consumers with more adventurous tastes (‘exploding cheese and chilli’, anyone?)

The packs go for Xtreme standout and present a rather mixed message that looks to me like a chartered accountant on ecstasy. But maybe that’s actually cooler than the lovely designer outfit created here.