Mr. Pringle gets ‘glow up’ for snack brand’s first packaging refresh in 20 years

Dive Brief:

• Pringles is refreshing its packaging for the first time in 20 years, introducing a streamlined look that highlights the ability of its crisps to be stacked and a simpler design for mascot Mr. Pringle, according to a news release.
• The Kellogg-owned snack brand spent two years researching a more modern presentation for its product and icon, Gareth Maguire, senior director of marketing for Pringles, said in a statement. The label has partnered with former NFL wide receiver and TV personality Victor Cruz to kick off a social media contest promoting the “glow up.”
• The “Fresh as Mr. P” sweepstakes asks Twitter followers to tweet their favorite Pringles variant with a related hashtag to enter for the chance to win $1,500 and selection of chips featuring the new look. Kellogg has been ramping up its marketing to sustain a pandemic-driven sales boost that has bolstered the snacking category.

Dive Insight:

Pringles joins other marketers in the food and beverage category that have recently revamped their packaging to focus on simplicity and streamlined design. The Kellogg brand is emphasizing bold hues and a cleaner aesthetic with the goal of spotlighting how its various crisps can be mixed and matched in myriad flavor combitions. Pringles has made “flavor stacking” a central part of its marketing messages for several years, including through its first Super Bowl ad in 2018.

The refresh extends to mascot Mr. Pringle, who has been granted “a more dynamic mustache, sharper bow tie, sparkling eyes and expressive eyebrows,” per the release. Pringles is positioning the makeover for its icon as a “glow up” or “glo-up,” a popular phrase on social media when referring to someone who has transformed themselves for the better, typically in terms of physical attractiveness or fitness.

Partnering with Cruz, a fashion-conscious athlete, the marketer aims to raise awareness about the packaging changes while also engaging consumers on Twitter and Instagram, where Cruz will share style tips and amplify the “Get Fresh As Mr. P” sweepstakes. Pringles is at the same time pushing a line of Scorchin’ spicy crisps set to hit retail shelves and online stores this month.

Switching up packaging is one way to spark renewed interest in consumers who are already well-acquainted with a brand. Keebler, the 167-year-old line of cookies Kellogg sold to Ferrara Candy Co. last year, rolled out a multichannel ad campaign over the summer that illustrates refurbished packaging to viewers. Tecate, Heinz and J.M. Smucker are among the other CPGs that have introduced more streamlined packaging designs this year.

Many food and beverage marketers are investing more in advertising and product innovation to keep up sales momentum spurred by the coronavirus, which has led consumers to pantry load and cook at home more. Kellogg previously stated plans to substantially up its marketing spend in the second half of 2020, with the objective of retaining a homebound audience that’s graviated back toward its offerings.

Kellogg, which also owns brands like Eggo waffles and Pop-Tarts, reported organic net sales rose 4.5% in the third quarter to $3.3 billion, buoyed in part by demand for at-home snacking. Pringles, for its part, has continued to experiment with new flavor variants and partnerships. The brand’s Super Bowl campaign this year centered on a tie-up with the cartoon show “Rick and Morty,” and included a limited-edition Pickle Rick-flavored chip inspired by a viral episode of the series.