Daily Insights

Marketing Makeover

By: Mackenzie Baker | Dec 15, 2020

Following a brief stint sans mustache in the UK, Mr. Pringles and the well-known Pringles’ cans get another makeover, but this time in the U.S. 

Pringles’ first U.S. makeover in 20 years is not overly drastic, but changed enough that consumers could be drawn to the new look. The new can design will roll out with the release of its “Scorchin’” flavor line this month, with all of the brand’s cans featuring a remodeled mascot hitting store shelves in early 2021. The changes include bolder can colors, new imagery illustrating the foods each chip flavor is based off of, and a new “cleaner and simplistic” mascot design for Mr. Pringle. The cans could fit current design trends popularized beyond the food industry, including consumer demand for minimalism and “storytelling features”. With these design trends expected to extend into the new year, Pringles’ new cans could help it stay relevant and top of mind with consumers, online and in-store. 

To build buzz around its re-sketched snack food cans, Pringles took to Twitter where it announced that the “crisp is out of the can” on its new design. In addition to releasing images of the new cans, Pringles also launched a social media contest where fans could win $1,500 and new cans of their choice in exchange for tweeting their favorite flavor with the hashtag #FreshAsMrPEntry. The contest could help Pringles boost interactions with fans while stocking up on organic traction around its snack food redesign. Using Twitter, where consumer interaction opportunities are ripe, could help Pringles grow a larger following and loyalty rates than on other social media platforms, such as Facebook or LinkedIn. The platform also has a history of helping build buzz around new products, including Popeyes’ 2019 release of the chicken sandwich, which virality helped it gain some of its highest sales in two decades according to a Gartner report. By turning to Twitter for its new release, Pringles could imitate some of that success and grow engagement as consumers remain homebound. 

Food mascots can serve as the identity to a brand, and as such, are often unaltered to build recognition with consumers. However, Pringles merging its revamped cans with a snappier marketing approach could allow it to build up its social media following while still driving consumers to stores.