Pringles: A Chip Off The Old Block Enhances Packaging To Drive Growth
- As the consumer decides whether to buy P&G's brand or a competing brand at the shelf.
- At the point—two billion times each day—when consumers use a P&G product.
|The range of Pringles’ packaging leverages strong equity in the brand’s Mr. Pringles icon and the snack chips’ rigid canisters to create “irresistible taste and fun.” Core members of the packaging development team are, from left, Bryan LiBrandi, LPK Director of Brand Design Strategy; Claudia Kohlman, Procter & Gamble Design Manager Global Snacks & Beverages; John Recker, LPK Vice President/Director of Brand Strategy; and Chris Hood, P&G Marketing Director North American Snacks. Seated in the background is Matt Baughan, LPK Senior Design Director.|
- The single standard medium can, containing about 6 ounces of chips. It's distributed in mass merchandisers and grocery stores. These pantry-size "pass-it-around" packages are the brand stalwarts.
- The single-serve, 2.8-ounce size. This container offers an impulse buy to satisfy immediate-consumption needs. Typically, placement is near the store checkout in a variety of distribution channels.
- Pringles' variety pack holds six 6-ounce canisters. The secondary packaging is a colorful paperboard carton, and the variety pack sells in club stores.
|Three tips for great packaging|
You don't have a brand unless you can make a promise to consumers—and then deliver on it consistently. Chris Hood, Marketing Director, North American Snacks, has identified three components that enable the range of P&G's brands to deliver great packaging that sells:
1. The packaging is consumer-centric. Each of the elements—color, shape, graphics, icons—makes each brand identifiable in the consumer's mind.
2. Communication of brand relevancy is clear. Usage occasions are intuitive across each brand's range of packaging.
3. The packaging defines the user benefit in the context of the brand "experience." It answers the question, "Why is this particular package right for me?"