Kellogg's new campaign - happy to stay single with Pringles
At a time when the whole wide world seems to be lingering around with cupids and love-struck angels, Kellogg’s popular potato crisps brand and the world's second-largest potato chips player Pringles® is creating a frenzy by striking the right chord with singles! Unlike other popular brands that were hopping onto the Valentine’s Day buzz, creating fancy coupled campaigns, Pringles® was trending on Twitter (Alternating between No. 2 and 3) on the afternoon of 14th Feb securing much affection with an intriguing singles campaign.
Love is surely not in the air for many of us all the time; and with so much hype around Valentine’s Day and the week before, the pressure of being alone and insignificant especially during this time tends to bog even the best of us down. Pringles® activated a noteworthy campaign on Facebook and Twitter a week back where it celebrated eternal singlehood and the unending love one has for Pringles®. The brand helped embrace the singlehood status and that Pringles is all they need hence, they’re happy to be #SingleAsAPringle.
Starting 8th February, the brand posted weeklong engaging content and visuals until the 14th of February. Leading influencers aboard shared why they’d rather spend their Valentine’s Day with Pringles®, across social media platforms like Facebook and Twitter. The resulting campaign had a strong emotional connect as the brand invited consumers to share and declare their single status using the hashtag #SingleAsAPringle. The campaign targeted everyone, especially sceptical single millennials who aren’t exactly enthusiastic about Valentine’s Day.
To further amplify the buzz around the campaign, overnight internet sensation, Priya Prakash Varrier joined the bandwagon by sharing a Facebook post on Valentine’s Day, “So many Valentines requests but I’m staying #SingleAsAPringle because I’m just Puurrfect. Pringles ;)”; with a photo of her eating Pringles. Overnight the post went viral with more that 1.4 Million+ ‘Likes’ on Instagram alone.
Pringles® has always been atop topical campaigns. From interactive experiences to engagement formats, they are all about being fun and fresh along with highlighting their value proposition in a unique way. This particular activity managed to reach about 7.5 million people, garnered over 300 million online impressions and generated close to 40 thousand conversations
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