Help the Oversharers

Background

Pringles wanted impatient, frenetic 16-24-year-olds who thought the brand was uncool to reconsider their opinions.

The insight was that these young people are all avid social media ‘sharers’ and Pringles are all about sharing too. From this emerged the question, could Pringles help them share even more?

The only trouble was, there is already too much inane tosh being shared online. Most of it is beyond the need to know. It is ‘overshared’ information.

This observation led the team to wonder what would happen if they gave teenagers the chance to help friends stop sharing so much? To start sharing only the things actually worth sharing, like Pringles?