In devising the marketing campaign for multigrain Pringles, Brett Banker, account director at Grey Worldwide, part of WPP, said that "there is a general perception that multigrain is bland and does not taste good.(View the commercial, which includes the tagline "Now Multigrain Pops.")
"So we tried to leave behind the idea of boring and serious, and go with delicious and playful," he said of the television commercial, which has young people gathering in a farmer's field to create a crop circle, a design seen from the air.
[Douwe Bergsma, the North America marketing director for Pringles] said that the multigrain Pringles campaign was devised to appeal to people 35 and older, a group that tends to be more aware of calories and sodium content and that also looks to keep the pounds off with whole grains. (Even so, multigrain Pringles, which are made from rice, corn, wheat and black beans in addition to dehydrated potatoes, have about the same amount of sodium and calories as regular Pringles.)Make that the eleventh paragraph and a parenthetical. So let me restate it for emphasis: These multigrain Pringles, designed for the calorie- and sodium- conscious, has about the same amount of each as ordinary Pringles.
Support Local Journalism.
Join the Riverfront Times Press Club
Local journalism is information. Information is power. And we believe everyone deserves access to accurate independent coverage of their community and state. Our readers helped us continue this coverage in 2020, and we are so grateful for the support.
Help us keep this coverage going in 2021. Whether it's a one-time acknowledgement of this article or an ongoing membership pledge, your support goes to local-based reporting from our small but mighty team.
Join the Riverfront Times Club for as little as $5 a month.