“Join the Gang” is a campaign that allows consumers to choose which new flavour of Pringles will join the permanent range. A new flavour is released each month where users can choose to vote it in our out of the gang.
A challenge for this brief was that the campaign is to run for the better part of the year, and so had to continue to be engaging for the entire promotion period. Another challenge was that the campaign is to be run for Korean and Japanese markets, which have different tastes than more Western markets. This also meant that the entire copydeck had to be translated to both Korean and Japanese so the layout had to be flexible and accommodating for this.