Kellogg’s:

The Challenge:

Kellogg’s had witnessed increased activity in their category across format, flavour, occasions, ingredients & more. They knew that the world of snacking was evolving at record pace & that they needed to do something with their iconic Pringle brand and product to ensure it not only matched, but exceeded the cadence of its competitors and new entrants, to secure sustainable growth for the brand now and into the future.

We partnered with them to design a process that would unleash the potential of Pringles through a pipeline of stretching innovation that would secure penetration through new, first to world food experiences.

The Approach:

At Butterfly, we help business leaders think harder and feel deeper so we needed an approach that elevated our thinking whilst ensuring rich diversity of thought at every step to create bold innovation concepts that would fly with customers and land in their business.

First off, we interviewed more than 20 experts including adrenaline junkies, fitness fanatics, Gourmet Chefs, Sensorial Specialists and more in order to stimulate and inspire our imaginations.

We prioritized initial pain points and idea starters by exposing them to 1400 people across 7 countries and 3 continents to understand which were the most exciting and desirable.

We then facilitated an interactive 2 day workshop to generate a suit of platforms that were feasible and commercially viable. Each platform was supported by an illustrative pipeline of ideas.

The Impact:

Since the completion of this piece of work, Pringles have been on a mission to redefine snacking through experiences that break down boundaries and challenge the expected norms of the savoury snacking category. The team launched of Pringles Passport from this engagement as well as “Pringles Mingle”. This enabled a shift in the brand’s approach to innovation beyond flavour and has had an enduring influence on the pipeline and mindset of the Pringles Team!