Pringles U.S. Hispanic Flavors Redesign
Print | Packaging
THE ASK
In honor of Hispanic Heritage Month Pringles Marketing asked that we recreate the label for the Mexican flavors, Las Meras Meras Habaneras and Enchilada Adobada, so that the flavors fit into the existing US can architecture.
SOLUTION
I was grateful to have the opportunity to work on a snack that is a personal favorite! The Pringles marketers were very happy with the final direction and the ease of hand off to print production. The original can designs could have been slightly adjusted to keep the authenticity of the Mexican textures and patterns but the flame shape rising above the top of Mr.P was making a visual connection to scorch'n flavors. This was a huge concern for the marketers as these flavors are not as hot as scorch'n flavors and they are wanting the hispanic consumers to recognize the flavor a bit more if it resonates with the original color usage and food imagery.
PARTNERSHIPS IN PRINT
With that final request to further align the creative with the US can architecture I was able to partner with food illustrators to correct the order of the stacked food imagery. A push to reduce the height and texture of the flame shape led me to the flavor name badge creation in which that contrast of background and flavor name was carried over from the original creative. The final design is as loud as the original Mexican can but includes a simplified but fun food hierarchy.
In partnership with SGK for pre-press and prep for print, I reviewed the physical epson print proofs catching any final color tweaks or spacing adjustments. Most folks don't realize that this dieline is a spiral!
These cans were in stores starting on March 9th, 2023. Announced with a launch post created by Leo Burnette that showcased the cans being held by a couple in bright colored clothes that compliment the vibrant color scheme of the Adobada and Habaneras flavors.
I am so proud to be part of this brand's lively expression and stand behind this step towards a more inclusive or culturally rounded portfolio of flavors.
