Success Case Study: Pringles Tortilla Chips; Leveraging a strong brand with cross-category innovation
The tortilla chips segment in the UK is relatively small because consumers perceive them to be bland and dull due to a lack of manufacturer innovation and experimentation. British consumers are increasingly seeking out more novel and interesting snacks as a means to treat themselves with uncompromised moments of indulgence. As such, product hybridizations and cross-category innovation are appealing to these consumers.
Pringles tortilla chips are the first product launch from the brand since it was acquired by The Kellogg Company in 2012. They were originally launched in the US in 2014 and were a major success, which has since been mirrored in the UK.
Pringles demonstrated the possibility of breaking into a new category through positioning its new product as an indulgent, premium, and novel hybrid to meet high consumer expectations on taste, quality, and fun.
The product also demonstrated the important of product diversification for brands to widen their appeal to consumers. Pringles tortilla chips managed to appeal to more adventurous and fun-seeking consumers with their taste and enjoyable marketing campaign without alienating core fans of the original product.
Success Case Study: Pringles Tortilla Chips is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the success of Pringles tortilla chips, the first new product launch from the brand since it was acquired by The Kellogg Company. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.
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