OCTOBER 15 , 2019

Food Industry Summit 2019

Yuvraj Arora

General Manager, Salty Snacking,

Kellogg North America

The Marketing World Today : Doomsday!

OR IS IT…?

A C A S E S T U D Y

O C T O B E R , 2 0 1 9

Brands are relevant

Marketing is dead

^

^

6

THE PRINGLESJOURNEY

B A C K G R O U N D

AN ICONIC CHIP IN A CATEGORY OF ONE

“People don’t buy what you do;

they buy why you do it. And what you

do, simply proves what you believe.”

-Simon Sinek

1. CLARITY OF PURPOSE

“If I had one hour to save the world, I’d spend

55 minutes defining the problem

and then 5 minutes solving it”.

-Albert Einstein

2. PROBLEM IDENTIFICATION

“There is one thing stronger than all the armies in the

world, and that is an idea whose time has come.”

-Victor Hugo

3. THE POWER OF AN IDEA

“Advertising isn’t a science.

It’s persuasion.

And persuasion is an art”.

-Bill Bernbach

4. PERSUASIVE COMMUNICATION

Super Bowl TV Spot

Real Time Social

Always on Social

In-Store

Activation

eComm

Pringles.com & KRM

2018 U.S. Flavor Stacking

Integrated Marketing Campaign

13

SOCIAL MEDIA & DIGITAL DISPLAY

IN-STORE

ACTIVATION

Consumers

responded

And

Business

responded

as well

IN 2018, PRINGLES SAW ITS FASTEST GROWTH

IN RECENT HISTORY

Our campaign was impactful, memorable, well-branded

and invited people to join in…

1 in 5 people who were aware of the campaign

created their own flavor stacks

And we had only just scratched the surface.

So, for Year 2, we decided that Repeating a good idea is a good idea!

Mind blown at the concept

of flavor stacking

Mind blown by the

endless possibilities

FROM TO

With a slight evolution of our creative focus

2019 U.S. Flavor Stacking

Integrated Marketing Campaign

THE PRINGLES JOURNEYB A C K G R O U N D

22

REAL-TIME SOCIAL

SMART DEVICE SKILL

IN-STORE

“Success is not final, failure is not fatal; it is the

courage to continue that counts”.

-Winston Churchill

5. COURAGE

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2. COURAGE TO DISRUPTSTATUS QUO, AND INVEST TOTO REIGNITE THE BUSINESS

1. RECOGNIZE THE ISSUEAND HAVE THE COURAGE

TO CONFRONT IT

“Coming together is a beginning, staying together is progress,

and working together is success.”

-Henry Ford

6. TEAMWORK, TRUST & PASSION

A C A S E S T U D Y

O C T O B E R , 2 0 1 9

Brands are relevant

Marketing is dead

^

^

33

QUESTIONS?

THANK YOU