WORLD'S FIRST SADAQAH READY PACK

Brief:
Drive consumption for Pringles during the Holy month of Ramadan with a strong cultural context.
Cultural Insight:
Ramadan is a month dedicated to prayer, introspection, fasting and sharing.
SADAQAH as described in the Holy Qur?an encompasses any act of charitable
?giving and sharing? done out of compassion, love & generosity is promoted
during Ramadan. Yet over the years, it has turned into somewhat of an
obligation amongst the younger generation.
Opportunity:
How do we, as Pringles, make this act of sharing joyful & respectable?

The Idea:
?The World?s first ?Sadaqah Ready Pack.?
While most food brands focused on ?Gifting? during this period, we created a
special pack that enables the act of ?Sharing?.
Execution:
Regular can of Pringles + Mini ?gift-ready? can of Pringles +
Heart-warming Customizable Greeting Card
Retail Presence:
93 stores across 5 markets in Pakistan. This was supported by in
store branding to bring alive the theme of the pack.
Results:
Year 2018 Quarter 2 saw 4X growth in Sales vs Same Period in
Year 2017