In 2017 Americans spent over 4 billion dollars on potato chips. Frito Lay is the leader by far with
1.6 billion in sales or a 6.7% share of the market. Pringles ranks second with over 500 million or 2.2%
of the market (Statista 2017).
1.6 billion in sales or a 6.7% share of the market. Pringles ranks second with over 500 million or 2.2%
of the market (Statista 2017).
To understand how each company got to this place we need to understand how potato chips came
to be such a snack favorite. There is some dispute about the origin of the potato chip but there seems
to be some agreement by chip historians that George Crum is credited with propelling the potato chip
to popularity at a restaurant in Saratoga Springs, New York. The story goes that an irascible customer
kept sending back his fried potatoes complaining they were too thick and too soggy. After getting fed
up with this dissatisfied customer, George decided to cut the potatoes paper thin, over fry them and
throw excess salt on them. The customer loved them!
to be such a snack favorite. There is some dispute about the origin of the potato chip but there seems
to be some agreement by chip historians that George Crum is credited with propelling the potato chip
to popularity at a restaurant in Saratoga Springs, New York. The story goes that an irascible customer
kept sending back his fried potatoes complaining they were too thick and too soggy. After getting fed
up with this dissatisfied customer, George decided to cut the potatoes paper thin, over fry them and
throw excess salt on them. The customer loved them!
That story is an example of how the customer provides for unknown variables in the marketing game.
Both Frito Lay and Pringles have capitalized on this concept extremely well.
Both Frito Lay and Pringles have capitalized on this concept extremely well.
In 2012 Frito Lay developed the Do Us a Flavor campaign. As many know, this is a contest where the
consumer gets to submit their own flavored potato chip recipe for the populus to vote upon.
Contestants easily use their mobile device via Facebook or Twitter to create and vote on their
choice to win. The beauty of this contest is that it creates a feeling for the consumer that they are
actually vested in the company since they are developing the product and then reaping the benefits
of a million dollar prize or percentage of the sales should they win. This creates brand loyalty when
the consumer feels part of the product process. This campaign also has an added bonus in that it is
not a one and done. The Do Us a Flavor contest is full of endless possibilities and allows Frito Lay to
be able to keep running this campaign without it getting stale.
consumer gets to submit their own flavored potato chip recipe for the populus to vote upon.
Contestants easily use their mobile device via Facebook or Twitter to create and vote on their
choice to win. The beauty of this contest is that it creates a feeling for the consumer that they are
actually vested in the company since they are developing the product and then reaping the benefits
of a million dollar prize or percentage of the sales should they win. This creates brand loyalty when
the consumer feels part of the product process. This campaign also has an added bonus in that it is
not a one and done. The Do Us a Flavor contest is full of endless possibilities and allows Frito Lay to
be able to keep running this campaign without it getting stale.
While Pringles is a distant second in the chip business. Pringles has a bit of controversy as a potato
chip. In fact, legally, it can not be classified as a potato chip because the majority of the ingredients
are not potatoes. Pringles are made from 42% dehydrated potatoes and the rest is a combination of
other food starches so it must be called a potato crisp. This has not dissuaded consumers because
Pringles has other attributes that make it a fun alternative to the average potato chip. Based on the
fact it is an engineered chip it can be made in a uniform saddle shape that has made it entertaining to
stack and to make geometric shapes.
chip. In fact, legally, it can not be classified as a potato chip because the majority of the ingredients
are not potatoes. Pringles are made from 42% dehydrated potatoes and the rest is a combination of
other food starches so it must be called a potato crisp. This has not dissuaded consumers because
Pringles has other attributes that make it a fun alternative to the average potato chip. Based on the
fact it is an engineered chip it can be made in a uniform saddle shape that has made it entertaining to
stack and to make geometric shapes.
Pringles were originally marketed as “NewFangled Potato Chips” because of their crisp recipe, shape
and their can design. In 2014 Pringles decided to capitalize on this and launched the You Don’t
Just Eat ‘Em campaign challenging people to share on twitter and Facebook what they could do
with Pringles other than just eating them. This proved to be a marketing boom beyond those two
social media platforms. People posted their creations on Youtube, Pinterest boards, and were picked
up by other blogs like Reddit because of the creativity consumers were displaying with the chip and
the cans. People were using the cans to make speakers, kaleidoscopes, pinhole cameras, hot dog
ovens, and endless craft ideas.
and their can design. In 2014 Pringles decided to capitalize on this and launched the You Don’t
Just Eat ‘Em campaign challenging people to share on twitter and Facebook what they could do
with Pringles other than just eating them. This proved to be a marketing boom beyond those two
social media platforms. People posted their creations on Youtube, Pinterest boards, and were picked
up by other blogs like Reddit because of the creativity consumers were displaying with the chip and
the cans. People were using the cans to make speakers, kaleidoscopes, pinhole cameras, hot dog
ovens, and endless craft ideas.
Both companies have realized the potential of social media to harness the creativity of the consumer
to drive marketing. But, social media presence doesn’t always translate into revenue. There are many
factors that go into the success of a company and when it comes to a food product inevitably it is
about taste. And, just based on my prolific chip consumption, I agree with the masses that Frito Lay
chips are the best tasting chips and that is where I spend the majority of my snack money. But, the
creativity of the Pringles product and their presence on social media definitely fit a different niche in
the market that appeals to perhaps a more dynamic consumer. Both have a place in the market and
it will be fun to see how they continue to use social media to propel their products.
to drive marketing. But, social media presence doesn’t always translate into revenue. There are many
factors that go into the success of a company and when it comes to a food product inevitably it is
about taste. And, just based on my prolific chip consumption, I agree with the masses that Frito Lay
chips are the best tasting chips and that is where I spend the majority of my snack money. But, the
creativity of the Pringles product and their presence on social media definitely fit a different niche in
the market that appeals to perhaps a more dynamic consumer. Both have a place in the market and
it will be fun to see how they continue to use social media to propel their products.
I'm a huge fan of potato chips and pringles and I loved the article. I had no idea that pringles are not chips but only crisps
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