• Transform magazine
  • September 26, 2022

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Pringles Mascot unveils first makeover in over 20 years

Pringles New Cans

Global creative agency, Jones Knowles Ritchie (JKR), created a new identity for Mr. P, Pringles’ moustached mascot. The makeover, the first in over two decades, was developed to coincide with the 30-year anniversary of the snack brand’s UK launch.

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Mr. P now sports a modern look, including bold new eyebrows and no hair, reflecting his ageing (54 years old). Since Pringles launched, Mr. P has had six new looks to keep in tune with the times.

Della Lawrence, creative director from JKR , says, “What makes Pringles distinctive? Mr P. He’s much loved, he’s fun, he creates a crisp like no other. Our job was to figure out how to bring him to life. We gave him a haircut, had some fun and put him at the heart of this rebrand. Far beyond his role as an iconic symbol, Mr. P has been given a new lease of life on digital, creating new ways to engage with Pringles fans everywhere.”

In addition to Mr. P, JKR also refreshed the Pringles cans, which now features a bright burgundy packaging,  a bolder yet simpler wordmark in white and new crips imagery that help highlight the snack’s range of flavours and stackable shape.

“Pringles has always had such an iconic look and feel, we wanted to refresh the design and Mr. P without losing our strong visual identity. The intention with the new look is to simplify and modernise the design, giving the brand’s mascot a bold makeover and highlighting the stackability of the crisps across the range,” says Pete Matthews, brand design director from Pringles.