Pringles Christmas Campaign
品客圣诞广告策划方案
This is the final project of Advertising graduate program at Syracuse University directed by Professor James Tsao. The project is competed by Beca Qian, Jen Phelps, Victoria Neal, Gigi Kawar, Rhea Kurien.
Target Segmentation
“Go where you’re told’ers”:
Young kids who go where their parents tell them to.
Age: 10-18.
Traits: Playful, carefree, adventurous, active, silly, innocent.
Responsibilities: The bare minimum. Little to no duties during the holidays as all they do is enjoy the season.
“Floaters”:
Adult children who expect a breathe from the holiday fear
Age: 19-24
Traits: Socially inquisitive, explorative, maturity, strong-willed, rebellious.
Responsibilities: Help the family holiday plans, planning for their future (college), and keeping in touch with friends.
“Organizers”:
Full-blown grown-ups who use traditions to strengthen family bond
Age: 25-45
Traits: Confidence, life experience, responsibility, authoritative
Responsibilities: Planning events, organizing, financial planning, parenting
Some things never change.
Big idea: Some things never change.
Because of the overwhelmingness of the hiliday season, magic of childhood that makes it all worth it still exists, they just need to find it.
— Big insight
With all the stresses that come along with the holidays, negative emotions start to rise. Holidays are associated with chocolate not chips.
— Problem
Remind people that the holiday magic of childhood still exists, they just need to find it.
— Strategy
Manifesto
