In search of their next ‘Evergreen’ campaign – rooted in deep consumer truth that spans geography and time – Kellogg’s 45-year old iconic snack brand, Pringles, sought to understand the underlying drivers of their European Summer Campaign’s success and ultimately, whether this campaign could effectively expand to other regions. To this end, they partnered with Brandtrust to uncover the globally-relevant human truths related to summer, what, if any, connection exists to Pringles, and subsequently, the best opportunities for their next ‘Evergreen’ campaign.
The successful culmination of this work and campaign lead to this whitepaper that won the Game Changer Award by the Advertising Research Foundation (ARF).
