Kellogg’s has appointed VML Singapore as APAC regional digital agency for Pringles. VML was named as digital AOR following a multi-agency pitch initiated in February 2015.
As digital AOR, VML will lead pan-regional digital marketing and creative strategy, and be responsible for customised local activation within individual markets.
Michael Guo, regional marketing manager, Pringles APAC said, “These markets are challenging as we build our brand and compete head to head against local snacks and snacking habits. 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.”
With over 200 million active social media users and 744 million mobile connections, digital is clear that this is the channel of choice to reach the Southeast Asian consumer. Especially the young and socially influential segments.
For a snacking brand, building share of mind with this audience means being present and participating in the digital conversations, around entertainment and occasions these consumers are participating in.
Tripti Lochan, CEO VML Singapore 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!”