Pringles Brand Experience

We worked with Kellogg’s Pringles brand to help them understand how consumers implicitly viewed the brand in the context of a myriad of situations or occasions. The concept of situational salience is an idea that we have discovered to be a critical element of how brands are utilized by consumers. In a nutshell, situational salience speaks to the way consumers “file” brands in their brains and then recall them in the context of various situations. Brands can be “appropriate” in one situation and not for another. A situation is more than a physical occasion, including the dimension of social appropriateness for types of people.

For Pringles, we conducted a global study of salted snack users to examine brand perceptions of situational salience relative to key competitive alternatives in each country. The insights from this study informed the brand’s communication and innovation strategies, leading to the development of successful advertising and new products which have been the drivers of the brand’s growth over the past several years.