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VML wins APAC Pringles digital business

Image: Pringles' Facebook page

Image: Pringles’ Facebook page

VML has won the regional digital account for Kellogg’s crisps brand Pringles after a competitive pitch.

Publicis, Wunderman and incumbent Isobar were also involved in the review which kicked off in February, Mumbrella understands.

VML takes on a brief for pan-regional digital marketing and creative strategy for Pringles, and will be responsible for local activation in individual markets around Asia Pacific.

Michael Guo, regional marketing manager of Pringles APAC said the task ahead for the brand was tough, given local competition and local snacking habits in different markets in Asia.

She commented: “We selected VML as our agency partner based on their extensive digital experience and deep knowledge of our consumers in the region. Their ability to think for the brand was strongly evident during the pitch process. We believe this will enable them to effectively deliver our brand message to consumers via digital.”

Tripti Lochan, VML Singapore’s CEO, said: “The teams at VML are very excited at the opportunity to work with such an iconic snack brand as Pringles and with the Kellogg’s team in the region. Together, we are collaborating on a strategy that views the brand holistically, but has the flexibility to accommodate the nuances of our key markets. We can’t wait to launch the first campaign.”

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