The Kellogg Company

Yuvraj Arora, General Manager, Salty Snacks
Gareth Maguire, Senior Director of Marketing, Pringles
Zach Wyer, Senior Brand Manager
Matt Hoefer, Associate Brand Manager
Steve McNeill, Director, Experience Planning
Laura Naplin, Senior Manger, Insights & Analytics

Starcom *Lead Agency

Craig Wojtak, VP, Director, Strategy
Jonathan Goorvich, VP, Director, Content Partnerships
Dock Voorhies, Director, Video Investment
Erica Gray, Associate Director, Strategy
Rachel Saferstein, Supervisor, Strategy
DeAnna Davies, Associate Director, Investment
Sarah Bereiter, Associate Director, Video Investment
Megan Pollard, Supervisor, Investment
Idaly Pedraza, Supervisor, Investment

Grey *Lead Agency

Cuanan Cronwright, GCD / Writer
Leo Barbosa, GCD / Art Director
Brian Weston, EVP / Global Account Director
Nicole Nazarenus, SVP / Account Director
Nicolas Pilaprat, Planning Director
John Patroulis, Chief Creative Officer
Jeff Stamp, Chief Content Officer
Tan Erginay, Senior Writer
Robert Jencks, ACD / Art Director
Shannon Smith, Art Director
Dan Greener, Writer
Amanda Lederman, Account Supervisor
Charly Stamps, Assistant Account Executive
Howard Roberts, Executive Strategy Director
Andrew Pattee, Content Architect
Grace Juster, Project Manager

Weber Shandwick

Haygarth US

In order to reach its growth ambitions, Pringles’ long-term challenge was to increase household penetration profitably by bringing new users into the brand. Millennials were a key segment where Pringles underperformed. By trapping two of their favorite animated characters - Rick & Morty - in the worst universe imaginable: advertising, Pringles increased household penetration +0.5 pts among Millennials, worth $1.4M in sales, while competitors saw theirs decline.