2. Problem Statement
The current packaging design of the Pringles’ “8 Packs Stix Baked Crispy” uses
more materials than necessary. A narrow plastice window is placed on the front of
the box demonstrates an inefficient user of material as it’s only purpose is to let the
consumers peep into the individually packaged baked sticks. Design of the packets
and the front of the box are identical and adds little value to the aeshetics besides
redundancy to the overall presentation of the package. Aesthetically, the Pizza fla-
vour package is composed of a dark shade of green which may appear bit dull and
lacking the vibe of fun. The illustrations of the Italian flag and pizza don’t appear to
work much in unison and each of them simply feel tacked on. Furthermore, the
nutrition facts on the individual packets are printed in black text which makes them
hard to read on the dark green surface because of the lack of contrast.
3. Users and Values
Target audience for the product could range from kids to adults. For boys and girls
who are open to trying out variety of flavours of snacks and are seeking for something
that is fun looking.
Children from age 5-13
Kids who just seek for fun and tasty snacks and
would ask their parents to buy it for them
Teenagers to Young Adults from
age 14-25
Young people with some dis-
pensable income and just want
some affordable and trendy
tasty snacks.
Adults frrom age 30-50
Indivudals with sustainable income but haven’t
forgotten what fun is and just crave for tasty
snacks. Could be buying for themselves or par-
ents buying snacks for their kids
4. Context
Staying true to the current Pringles slogan “You Don’t Just Eat’em”, the Pringles Stix
are also suppose to fun and tasty snacks that can easily be shared with friends and
family.
Individual packets makes it easy to carry
around and eat on the go
Share the snacks with friends
outside or at a party. Pringles also
encourages consumers to
creative and have fun with their
snacks. For example, decorating
pringles stix with icing.
Could be used than just eating but
works of art that could bring smiles to
everyone around the world.
5. Market Research and Analysis
Category Analysis
The Pringles Stix is a relatively new product that was launched under the Pringles
brand in 2013. Unlike, Pringles potato chips, Pringles Stix are seasoned cracker sticks
that comes in flavours of pizza, honey, cheese and sugar honey. Besides being sold in
8 packs, the Pringles Stix also come in a large pack of 70 sticks.
Similar to the Pringles potato chips,
Pringle Stix are also being adver-
tised to be a snack that invvokes
creativity and fun on the front page
of the Pringles website.
Other existing trendy snacks on the market that
target kids to young adults have use vibrant colour
schemes, playful illustrations and highly stylized fonts.
6. Market Research and Analysis
Competitive Analysis
Currently, Pringles Six does not seem to have western competitors with the similar
products, but simliar products have existed for a long time in Asia. Primarily Glicco’s
Pocky and Pretz from Japan are the most popular brands for the stick biscuit snacks
with countless look-a-like brands in Asia.
On the left: Pretz are salted
biscuit sticks that often come in
flavours like butter, salad, pizza,
wasabi and etc.
Right: Pocky stick flavours
revolve more around dessert
types like
strawberry, chocolate, or co-
conut
coated in sugary icing
Some Pretz or Pocky boxes can’t be closed or
resealed back properly once opened. The tighltly
packed packets will sometimes make the bis-
cuit sticks a bit of a struggle to pull out and sticks
could break if pulled out incorrectly.
Consumers could be overwhelmed by the
wide variety of Pretz and Pocky packages
as they come in a variety of shapes and
sizes.
7. Market Research and Analysis
Positively, Pretz and Pocky packaging are
bright and playful. The logos are printed big
bold letters that consumers can instantly
recognize. The flavours and image of the
sticks are also emphasized by taking a
significant portion of the package. One
would quickly be attracted by the high
contrast packages and recognize what
flavour the products are quickly.
As for Pringle’s Stix, the package
design does include the iconic Prin-
gles mustache logo with illustration
indicating that its a stick cracker-like
snack and what flavour it is. Being in
a different shape of container also
helps consumers to distinguish the
difference between Pringles Chips
and Pringles Stix. However, that also
means Pringles Stix coulld be stored
separetly from the more colorful
displays of Pringles Chips.
The example on the side shows an
collaboration with the “Peanuts” gang,
feautring Snoopy and friends. These indicate
Pretz or Pocky are also open up to adding
more playful images to their packages.
8. Market Research and Analysis
Pringle Stix come in a box of 8 packs, 10
packs and a pack of 70 sticks. The 8 packs
and 10 packs are still stored in a box, but they
both have different style of illustrations on the
package which creates some brand incon-
sistency. Meanwhile, the 70 sticks large pack
uses a re-seable foil bag because the sticks
are not organized in individual packets. The
difference of 2 packs make either the 8 packs
or 10 packs seem unnecessary. Adding to the
inconsistency in the illustration of the 10 packs
packaging design it would like seem a logical
choice to be remove from the lineup.
As mentioned beefore the window on
the 8 packs box is unnecessary as taking
a glimpse of the side of the packets don’t
add any significant appeal to the
package. Instead, more space could be
used to put more emphasis on the
illustrations on the box instead.
Brand Positionin Objections
The pringles brand is famours for it’s potato chips
stored into a tuble shape container. An emphasis on
popping the can and having fun with the chips is a
belief that has sticked with brand for a long time. Yet
the design on Pringles Stix packages are just box or
bag with unerhwelming illustrations that do not really
speak out the vibe of fun.
9. Market Research and Analysis
Atrributes and Communication Priorities
Pringles logo, image of the snack, flavour, and slogan are important for identifying
the product in the store. The Pringles logo is important because it repsents the mot-
to of what the brand is about. Upon looking at the iconic Pringles Logo, consumers
should be perceiving the product as affordable, good and fun snacks.
Plan of Action
First idea is to take out the plastic window as it’s an inefficient use of material.
Secondly, is to come up with a more playful and appealing illustrated design for the
package, The current design is not playful and inspiring as one just involves
a small slice of cheese at the bottom of the box paired with the image of the
snacks. The illustrations themselves don’t have much unison with eachother. The size
of the illustrations could be expanded upon or actually include some more playful
illustrations like a cartoon character. Lastly. the shape of the container is a
retangular box meanwhile, the Pringles potato chips are stored in cans which are
more iconic to the consumers. Perhaps changing the shape of the Pringles Stix
container to also cyclinder object would make it more recognizable as a Pringles
brand product.
Inspirations
