For the millions of South Asians who celebrate Diwali – a festival of lights that lasts five days in October or November – a patakhe (firework) is a special sensory experience.
A high-pitched streak of light, an audible pop, a second of anticipation, and a burst of sensation as colours light up the sky with a thrilling crackle.
Those who enjoy Pringles® chips may also undergo a similar sensory experience. The familiar “POP” of the can lid, the anticipation of that first bite, then the burst of savoury sensation with the first crackling crunch from the chip.
As Diwali approaches this year, Kellanova is looking to make that connection more pronounced by putting Pringles top-of-mind as a relevant, compatible snack for the South Asian community during the Festival of Lights.
Working with the multicultural marketing agency Ethnicity Matters, a planned media and marketing campaign was created to promote Pringles to South Asian consumers. The campaign leverages the high video consumption habits amongst South Asians for a video-first approach, and uses targeted media channels – radio, TV, digital and social – to generate awareness.
The campaign aligns the joyous sounds of Diwali fireworks with the iconic “POP” of a Pringles can and the crackle of a chip bite. With the tagline “Pop the Patakhe, Pop the Pringles,” the ad will leverage the iconography – sounds and imagery – of fireworks to position the snack as a compatible part of the festival season.
The new “Pop the Patakhe” campaign represents a broader effort by Pringles and Kellanova, to connect with the ethnic communities and new Canadians in relevant ways that evoke their experiences, traditions and nostalgia with new flavours to come next year.
“We are excited to launch the ‘Pop the Patakhe’ campaign, which underscores our commitment to celebrating the rich cultural tapestry of the South Asian community during Diwali,” says Nicole Gawen, Marketing & Wellbeing Vice President at Kellanova Canada. “This initiative is not just about promoting a snack; it’s about evoking cherished memories and seeing Pringles become a beloved part of festive celebrations for years to come.”
Pringles wishes everyone a Happy Diwali.
About Kellanova
Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands including Pringles®, Cheez-It®, Pop-Tarts®, Kellogg’s Rice Krispies Treats®, RXBAR®, Eggo®, MorningStar Farms®, Special K®, Coco Pops®, and more, Kellanova’s vision is to become the world’s best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people. Our net sales for 2023 were $13 billion.
At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, well-being, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and our methodology, please visit our website at https://www.kellanova.com.