THIS CRICKET SEASON BANGLADESH CAN!

Brand Objective:
Capitalize on increased in-home snacking during the Cricket World Cup with an Ambush Campaign at the Point of Sale.

Background:
Cricket is a Religion in Bangladesh and it evokes a very strong sense of Patriotism amongst its countrymen. It is to be noted that the team is considered an underdog on the World Cricketing Platform.

Consumer Insight:
Sporting fans bond with one another over their beliefs & positive associations. In this case, the fans believe that Bangladesh CAN lift the World Cup Trophy in spite of being the underdogs.

Brand Truth:
Pringles is the only brand of chips sold in a ‘CAN’. Others are sold in ‘Bags’

The Idea:
Launch a Special Edition Pringles ‘CAN’ that not only captures the cricketing spirit of Bangladesh but also becomes an embodiment of the belief of its countrymen that their team ‘CAN’ win the World Cup.