Worldwide snack brand wants to change the name of spider 🕷

What’s your favorite salty snack? Lay’s? Cheetos?

For me, I would like to say Pringles!

It’s not only my favorite snack but also represents my childhood memory. Especially their chips are put in a tubular can rather than a plastic bag, which is different from other brands.

Last year, Pringles launched one successful campaign and slogan, “Mind Popping.” This campaign showed that Pringles are somehow woven into the fabric of Mother Nature — that they were created before humans and are a natural part of our world. They did the branding in a humor but clever way.

However, their latest digital campaign might not as successful as previous one…

“The Pringles Spider”

In late June, Pringles launched an announcement on their website saying that they want to change the name of the kidney garden spider to the “Pringles Spider.” The reason is — this kind of spider looks like the Pringles logo.

Sounds ridiculous, right?
However, Pringles even encouraged their fans to sign, which will be sent to the International Society of Arachnology to have the spider’s name formally changed.

In the 90-second ad, Pringles claimed that if they can get the name officially change
1. They’ll give out free Pringles to consumers who sign up
2. Consumers can even “adopt” their virtual Pringles Spider via the “Adopt a Pringles® Spider Program.”

Why Pringles wanted to change the name of spider?

After watching this ad, I had no idea why Pringles wanted to make this big announcement but not craft a funny tweet.

The logo, indeed, looks like a spider. However, this campaign needs more real vision, which makes me feel like they only want to obtain more profits or increase brand awareness. So, was this campaign successful? I don’t think so, there were only 7,377 signatures, and finally, that spider’s name wasn’t changed.

Is it possible to make it not only FUN?

Consumers are willing to support brands that stand for more than just profits. There are a few ways to make this campaign better.

#1 Avoid empty gestures

No one cares about the spider’s name, so it makes sense that no one wants to sign for it. (Although you can adopt one spider, still, who cares…)

If Pringles change the announcement, like for each signature, we will donate a certain amount of money to the organization which protects the spider and their living environment. At least consumers will feel like their behaviors not limit to the fun but more.

#2 Simplify the process

If consumers want to get the free chips, they not only need to sign up, they need to wait for enough signatures and even wait for the organization to approve the spider’s name change. How long will it take…6 months?

There is a contract on website talking if consumer want to get a free chip, what condition need to be satisfy

It’s easier to walk into a convenience store to get one!

Pringles could initially set up a specific number, like 10k signatures. When attaining the number, e-coupons will automatically be sent to consumers’ email.

Overall, it’s exciting ads combine food and insect. However, there are better examples of branding ads.