At Grey Worldwide, I was deeply involved in turning Pringles from a “brand in a can” to a global mega brand. This included creating, supervising, and coordinating advertising that ran in over 30 countries. I was responsible for maintaining brand equity in all forms of communication, including point-of-purchase, promotion, interactive, and entertainment. My involvement in Pringles began when I created the “Percussive” campaign for Pringles. This campaign was used to successfully launch the brand around the world. I followed the brand to Grey, where I was able to grow the brand globally with award-winning work. The Pringles brand won the P&G Goldstein Award for Global Business Building Campaigns.
The money saved on global TV production was spent on local promotions.