Joester Loria Takes on Pringles

The Kellogg Company has appointed the Joester Loria Group to develop and execute a licensing program for its Pringles snack brand.

The deal extends JLG's relationship with Kellogg, which represents many of the company’s brands including Frosted Flakes, Pop-Tarts, Special K and Corn Flakes.

JLG plans to launch an integrated brand extension program for Pringles, which Kellogg bought in May 2012.

Products in a range of strategic categories including apparel, accessories, housewares and outdoor gear will be designed to capture the humor and spontaneity of the brand.

“We can’t wait to get started on Pringles,” says Joanne Loria, executive vice president and chief operating officer, JLG. “It has all the characteristics of a winning licensing program. Not only is it a pop culture icon with global mass appeal, it is a brand that consumers love to engage with in cool, creative ways.”

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