Breaking through the salty snack marketplace requires inventive thinking and creative gusto. Last Thanksgiving, Pringles made an impact by taking a traditional holiday and turning it on its head. Pringles brought the taste of Thanksgiving to people who couldn’t make it home for the holidays by creating the first-ever Pringles’ Thanksgiving Dinner. One feast, eight new flavors; turkey, gravy, mashed potatoes, pumpkin pie – all of the classics made the cut…and made headlines.

1. Diane Sayler
The Kellogg Company
Leveraging Traditional
Moments for Unexpected
Brand Buzz:
The Story of Pringles
Thanksgiving Dinner

5. OUR OBJECTIVE
Increase Pringles brand salience and compete with flavor-
focused competitors by tapping into culturally relevant
moments in time to drive conversation of Pringles.

6. THE IDEA
Create an entire Thanksgiving meal packed into a tray of crisps.
If you can’t get home for Thanksgiving, Pringles has the fix.

8. THE APPROACH
Get our Thanksgiving Day trays in the hands of buzz driving
media and influencers to create mass coverage and
conversation of Pringles at the holidays.

9. PROGRAM AT A GLANCE
Develop messaging to
address creation of
Thanksgiving flavors
T I M I N G I N F L U E N C E R S R E S P O N S I V ET - D AY F L AV O R S
Extend engagement and
conversation by sending
product to influencers
who can’t make it home
for Thanksgiving to
increase relevance of
product
E A R N E D M E D I A
Target select media
verticals to sample and
learn about product to
create first waves of
news
Leverage brand new
Thanksgiving flavors as
“why now” to get media
talking about Pringles in
November. Send Pringles
Thanksgiving Dinners to
encourage “unboxing,”
stacking, tasting, and
social sharing
Keep the momentum
going by reacting to
product media inquires
with secondary push

13. WHAT DID WE LEARN?
What we did well:
1. React and respond.
The Pringles Thanksgiving Song
2. Leverage additional moments in time.
Giving Tuesday

14. WHAT DID WE LEARN?
How to get better:
1. Social Influencers vs. Media
More media & YouTube, less athletes
2. Make it available to everyone.
Next year?

15. Q&A