Pringles is launching new flavours and adopting an increasingly always-on approach in an attempt to connect with members of South Asian and Chinese communities.

Creative, led by agency partner Ethnicity Matters, portrays new arrivals at Pearson Airport snacking on the new Desi Masala Tadka, Sweet Chilli and Hot & Spicy SKUs.

Nicole Gawen, VP of marketing and well-being at Kellanova Canada, tells strategy that the new campaign is part of a commitment by Pringles to connect with multicultural audiences year round.

“Pringles is a brand that shows up in the lives of our consumers at key moments during travel, school, family time,” Gawen says. “For new Canadians, those moments are packed with big emotions and big change. We’re proud to bring flavours that feel familiar.”

Pringles’ connection with the target audience was previously more focused on key moments on the calendar, such as Lunar New Year and Diwali. Gawen says a digital-first media approach for those occasions proved successful as OLV opened up new storytelling avenues.

“Our Diwali and Lunar New Year campaigns performed well and surpassed the media metrics targets we set up,” Gawen says. “Our Diwali campaign delivered 1.5 times digital impressions compared to planned with over 50% reach of the South Asian community and we have seen similarly great results on Lunar New Year.”

The current campaign employs a video-first strategy tailored to the digital-consumption habits Kellanova has tracked among South Asian and Chinese customers.

“This audience over-indexes on digital consumption versus mainstream, but our plans go beyond just digital and extend into in-store as well,” Gawen says.

The new SKUs are available nationally and supported by shopper-marketing tactics at the point of sale and through displays and coupons.

The translation to in-store materials was led by Godin Productions.

Kellanova is aiming to maximize reach over time while maintaining moderate frequency to facilitate better market penetration and message retention, Gawen says.

“We are also expanding our distribution to reach this target into ethnic and multicultural stores, outside the big brick and mortar stores,” she says. “By speaking to this audience with a relevant and consistent message, we can attract their attention in an authentic way that doesn’t feel occasional.”