Hey Mom! All those games I played as a kid are paying off!
By Josh Tari
Pringles Senior Associate Brand Manager
“...gaming taught me critical thinking skills, honed my ability to multitask, and allowed me to make friends in communities of like-minded gamers all over the world. I was unwittingly setting myself up for this very moment in my career.”
One of the coolest and most iconic brands in the world
My entire career has been about jumping in and taking calculated risks, with consistent positive outcomes. Fortunately, I’m at a company that enables us to be courageous and entrepreneurial.
I’m still baffled that I ended up on the marketing team for Pringles®, one of the coolest and most iconic brands in the world. My Kellanova journey began with a summer internship at Kellogg while still at California State University, Fullerton. I then spent time in the field as a Walmart sales representative before joining our commercial strategy team. Today, as I look back, I’m so happy that I – a southern California kid with no intention of living anywhere else – overcame my initial hesitancy about working for a 100-plus year-old company in the U.S. Midwest.
I can still hear my mom's voice in my head
It’s sometimes ironic how things come together.
Gaming has been a part of my life for as long as I can remember. I can still hear my mom’s voice in my head telling me I "better have finished all my homework if I was playing games."
While it may have been a source of procrastination in school, gaming also taught me critical thinking skills, honed my ability to multitask, and allowed me to make friends in communities of like-minded gamers all over the world. I was unwittingly setting myself up for this very moment in my career.
Finding new ways to reach gamers
Now I’m using my experience to help Pringles reach the 97% of Gen Z, and nearly one-third of the world’s population, who identify as gamers. This group includes everyone from moms who play an occasional mobile game in the evening after the kids are in bed, to people who play multiplayer games to socialize with friends on weekends, and even streamers who make a living off gaming live in front of thousands of people. Understanding these dynamics is a crucial part of reaching this audience in an authentic way and allows Pringles to truly add value with our brand.
I’m especially excited about our new online commercial with super streamer and e-sports pro LuluLuvely. Besides showcasing a top female gamer, the ad brings a new spin to the current Pringles “Stuck In” campaign – proving our delicious crisps are worth getting your hand stuck in a can for, in a way that resonates uniquely with gamers.
A fresh voice and unique, non-traditional perspective
Through a mix of luck, hard work, and perseverance, I have ended up in a job that I truly love. I’m genuinely excited to come to work every day because I am actively encouraged to bring a fresh voice and unique, non-traditional perspective to Kellanova. Keep watching Pringles to see what we have planned next.