Pink Key's Richard Pink on what makes Pringles a distinct brand

Jade Burke

By Jade Burke

August 9th 2017 at 10:18AM
UPDATED August 10th 2017 at 9:50AM
Pink Key's Richard Pink on what makes Pringles a distinct brand

The Pringles licensing programme is going from strength to strength, with existing licensees all looking to expand their product offering. Pink Key’s Richard Pink reveals why the firm expects a long career with the property and teases a potential new licensee.

What are your thoughts on the licensed food and drink market? Have you? noticed strong growth recently? 

I think the growth has mainly come from food and drink based brands being more adventurous, and seeing the opportunities to expand their offering to the consumer by using their equity. It’s always a risk for a food brand to give up control to another manufacturer, but provided the necessary quality controls are in place then there are huge opportunities. 

What do you look for when seeking new licensees to take on the Pringles brand? 

People who understand what the brand is about and its uniqueness. There is a danger that it could be regarded as a ‘lifestyle’ brand, but the people who really get it recognise the importance of the shapes, colours and icons that make Pringles distinct from any other brand they might want to work with. 

Which product inspired by Pringles has proved most popular with fans over the past few years? 

The first product that came to market that was recognised as a ‘Pringles’ product was Gibsons’ jigsaw. When you see it, it is such an obvious concept, but with most simple things there was a lot of care, attention and creativity that came to bear to make it that good. The attention to detail is fantastic and wherever you see it it makes you smile.

Pringles took a bit of time to get going and find its position as a licensed brand, but now it has, we are expecting it to have a long career with some products that couldn't be anything other than Pringles.

Richard Pink, Pink Key

Are there any new licensees coming on board you can tell us about? 

We have existing licensees looking to expand their range all based on the iconic shape of the can and a new licensee that is looking at a small range of product, which is totally in keeping with the social and fun nature of the product and the people who eat it. Expect to see new things at BLE 2017.

The style guide boasts a heritage section. What can licensees expect from this guide?

We love the Heritage section and especially Mr P – the look and feel is nostalgic, but also contemporary. It’s also loads of fun and very tongue in cheek.

Anything else you'd like to add? 

Pringles took a bit of time to get going and find its position as a licensed brand, but now it has, we are expecting it to have a long career with some products that couldn't be anything other than Pringles.