Don’t sugarcoat it
The Ask: Establish Pringles as a key salty snack during the holiday season
Problem: Holidays = Chocolate
Insight: Holidays come with unrealistic expectations which cause a lot of stress
Solution: Don’t Sugarcoat It
The holiday season can be a very stressful time, especially when things go wrong. Pringles is going to create a time and place to laugh about and have fun with imperfect holiday moments. Establishing a place for salty during a super sweet time of year.
Instagram and Twitter
Post different prompts that encourage users to share their own stories of funny holiday mishaps.
Snapchat
A Snapchat filter which will allow consumers to share their imperfect holiday moments.
TikTok
We will be starting two different TikTok challenges, one being #DontSugarcoatIt and the other being #SavorTheSalty.
Don’t Sugarcoat It will be a prank video, where users cover something savory with chocolate, to make it seem like something sweet. This will reinforce the idea of “sugarcoating” being something you don’t want to do.
Savor The Salty will show a Pringles can with holes poked in the lid, and filled with crushed Pringles, to be used as a shaker to season food. This is perfect for Pringles because of their unique packaging compared to other chips by creating Pringles seasoning without needing to release a new product.
Facebook and YouTube
To show that even in the movies things go wrong during the holidays, we will create a spot that flashes through salty moments from famous Christmas movies. Below are just a few examples of the many movies we can pull scenes from that all lead up to a voice over that reads “Sometimes salty moments make for the best memories. Don’t sugarcoat it. Pringles.”.
