The entire salty snack category was fighting on the same battlefield.Flavor. Price. Promotion.Every brand. Every campaign. Every brief.

We found a different battlefield entirely.

One hiding in plain sight — in the behavior of millions of consumers who were already choosing their snack based not on flavor preference — but on the occasion they were in.

Different moments. Different needs. Different truths. All unarticulated. All available for one brand to own. Only one brand had the unique assets to own them all.

We found that truth. And it changed Pringles' competitive battlefield forever.

The CEO of the company that owns Pringles would later say:We're selling every can of Pringles we can make. — Steve Cahillane, CEO, Kellanova