Pringles' shout-out visibility
By Fairy Dharawat | April 03, 2014
Leading International brand Pringles launched their retail campaign in both General Trade and Modern Trade aiming at a strong visibility presence which was achieved with good design planning and execution.
With the surge in international brands heading towards the Indian market, it is easy to drown in the clutter of brand communication that shouts - 'pick me, take me'. It becomes harder for a brand therefore to create a visibility platform which highlights not only their uniqueness but also creates a connect with shoppers. It takes that much more in today's market scenario to make your brand presence come alive at retail and get your product off the shelf. Pringles, from the Kellogg's stables, collaborated with SAB Creations Pvt Ltd to create a campaign which is hard to ignore.
Pringles is a well-known international brand in the Crisp category and the Kellogg's team wanted to launch the Pringles 99gms pack at general trade as well as modern trade , capturing both the markets the same time. Their initial phase included launching a FSU in the general trade, to create hype amongst the masses. The next phase was all about targeting the shoppers at MT retail chains by creating spectacular displays to increase brand awareness and visibility..
Below are the details for the plans which went out to create the iconic campaign.
The client approached SAB Creations to develop retail visibility elements at the general trade level. They were looking out for a floor stacking Unit (FSU) and the brief included the following: Emphasize on the iconic design of the canister, appeal to the youth as they are primary target audience, bring out the flavors of Pringles, it should be simple as it needs to go in general trade, maintain the brand look and feel i.e. premium.
Keeping the above in mind, The SAB Creations team began with the design process. A lot of design options were explored before they came up with the final design. The concept took inspiration from the stem structure, and the team placed the packs at an angle to make the unit look interesting. The final design went down very well with the Pringles team . The FSU unit was made out of metal and PP sheet with offset printing. The unit stood tall at close to 5 ft by 1.5 ft. The brand required two variants in the FSU design, one to accommodate 12 packs and the other to accommodate 24 packs. After the refinement was made in the prototyping stage, the units went into mass production to roll out of 5500 units of the FSU. The Units were dispatched to various locations in the quantities mentioned by the team Pringles.
After general trade the team Pringles wanted SAB Creations to design and create spectacular displays in modern trade at the Hyper City Malad. The brand was looking out to create brand awareness and visibility and the SAB Creations designed and developed massive sized 3D Dummy packs to be placed on top of the bay. This would at once grab attention of the customers and make them go'WOW' . Two such dummies of the Red and Green variant packs were made along with the detailing of the Krisps falling out of the red pack. The size of the 3d mock pack was 15ft (w) x 4ft (h). made of out MDF structure with metal skeleton and star-flex digital print. This was challenging for SAB Creations as the team had to adhere to the brand guidelines and maintain the premium look and feel but they managed to pull this off with ease due to proper design intervention and planning. The various elements that were the mediums to create this visibility were the 3D Dummy huge size mock pack on the bay, canopy header, canopy branding on top of the bay, backlit header - end cap and the most innovative the outdoor pillar branding which was turned into a canister itself. The pillar was branded half with the red pack and half with green pack. The output was of the most superior quality.
According to Jalpa Vyas, Design Head, SAB Creations Pvt Ltd, "This launch was a great success. Pringles increased their sales by heaps and bounds due to attractive FSU design. The store keepers said they were unable to match inventory stocks .The success of the design depends upon its ability to create the design impact. We were happy to have achieved our goal. We knew it worked when we saw the excitement amongst the shoppers when they saw this spectacular display. They were stopping by and clicking photos. Team Pringles was extremely happy with the outcome, as we turned around the entire project in three days.â€
Says Sairam Thiagaraja, CEO, SAB Creations Pvt Ltd, summing up the whole project, "This case study is a classic example of winning at the Point of Purchase.â€