A Creative Brief for the Launch of Pringles

Topics: Nutrition, Meal, Potato chip Pages: 2 (458 words) Published: October 30, 2014
A creative brief for the launch of Pringles’ new rice infusion Background
Our customer Pringles is going to launch their new product ‘rice crackers’ in Hong Kong. We are going run a campaign for this product. Compared to potato chips, rice crackers have many advantages in nutrition. For instance, rice crackers contain 105 calories in each ounce, and potato chips have 154 calories. Rice crackers are fatfree, in contrast, each ounce of potato chips contains 10 grams of total fat. A 1-ounce portion of plain, salted rice cracker contains 88 milligrams of sodium. Potato chips contain 136 milligrams of sodium. Rice crackers have 22 grams of carbohydrates, and potato chips have 14 grams of carbohydrates. As we all know, saturated fat raises cholesterol levels and may increase risk for heart disease. A high-sodium diet can cause high blood pressure.

Objective
To open up the market by creating a healthy style of craving crunchy snacks. To make people believe that you will get absolutely trouble-free when you choose rice cracker as a kind of crunchy snacks. More importantly, the same wonderful taste is also guaranteed.

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Target People
Vibrant young generation whose ages range from 15 to 35, with a pursuit of healthy & trendy life style as well as a high living-quality. They pay great attention to their figure and well-being as well.

Key message
A bag of potato chips is one possible choice when you are craving a crunchy snack, but rice crackers may be healthier. Your snack should satisfy your hunger without

being too high in calories. Rice crackers are lower in fat and calories than potato chips.
Key challenge
1, Having crunchy snacks used to stand for a very casual way of living. People may seldom think of healthy problem when they are having snacks while watching a sports match or a reality show. We need to naturally insert the healthy concept into the product and promise the flavor would also be great as well.

2, Rice as the ingredient of formal meal. It...
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