‘You’ll never eat alone’ was the tagline used by the winners of the latest case study. They took on Pringles and came out conquerors, beating the other three groups with a concept that married the idea of sharing crisps in 2-in-1 split(ting) packs with a sideways jab at Pringles: “Pringles is for singles” was the just one of the many statements that clinched it for me.
So we had benefits that were emotional and functional, with a range of catchy ideas from ‘click and share’ to personalized packs, a logo that plays to the hairy-face trend of the young target group and a name that merges ‘chips’ (American English for ‘crisps’ – I chose to ignore my personal agendas) with ‘hipster’. Nice!
