“The secret that makes it work is that we worked harder on this than anyone would reasonably expect.”
That includes hiring 45 Irving, the brand design unit within marketing agency Digitas, to research the competitive chip landscape and create the look and feel of Prongles. The firm photographed every chip brand they could find in stores, analyzed the marketplace, and eventually developed the bodacious hog cartoon that so tactfully graces each Prongles can.
“We had the idea that we’d have an extreme mascot, like a chip eating other chips. But the Digitas team came up with the idea of the hog because their research showed that hogs are one of the only animals that would eat potatoes,”
Monday, November 27, 2017
"Original Prongles chips an elaborate Cards Against Humanity joke 2 years in the making"