Akkomplice was briefed to devise the first major locally created campaign for Pringles (normally work is adapted from overseas) for the launch of the new MINIS multipacks.

The Pringles Minis campaign had to be executed at speed on a very tight budget, but with the aim of achieving maximum cut through to generate rapid trial in order to be successfully established with retailers in the hotly contested multipack section—a whole new territory for the brand.

Our devilishly simple solution rolled out nationally across a comprehensive combination of Street Furniture, Transit Panels and Supersites—another first for the Pringles brand in Australia.

The Results
The campaign helped drive the business beyond targets to become the number one new product launch in the salty snacks category of the last 2 years. This success has paved the way for the launch of an additional flavour variant (chicken) for which we recently created a cheeky extension to the campaign.

Accomplices
Mindshare (media buying)