Pringles: all tuckered out.

One way to leave your brand.

These ads are ridiculous. Really painful to see what this brand has become. The circa Laura Ingalls man and loudspeaker look like Mr. Whipple with gastritis. With the 57th way to enjoy these crisps being called “The Pucker-Up,” I cringe to think how they named the other 99 ways, although I can bet you 95 or so don’t exist. The only redemption the Procter Gamble Co. (PG) gets for producing such lame ads and letting the brand flop to irrelevancy is that in April they offloaded Pringles to Diamond Foods (DMND) for $1.5 billion. Yes, with a “b.”

It helps to know that these chips are sold in over 140 countries, often nodding to regional preferences, like the cucumber-flavored ones I found in China. Those were so mild, I had to be reminded of what I was eating. Luckily, I discovered Flutes, which completely outdid them in taste, shape and durability. Yes, there is such a thing with chips — durability, that is; the one reason these have to be sold in a can is to keep them from looking like sand at their destination. As the last of P&G’s food brands to be shed, the company can now focus on its core cosmetics and healthcare units. Let’s hope this is a good buy for Diamond. They have their work cut out for them in bringing this brand back to its game. Let the crisps begin…again!

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