Dating back hundreds of years, ruffles would make their way from fashion to paper and, finally, to potatoes. How could one design traverse so many industries? Well, it all started with ruffled lace collars in the 16th century. The technique was then mimicked in by an American man named Albert L. Jones, who used corrugated, or pleated, paper for wrapping fragile glass items. And in , nearly years later, another inventor named Bernhardt Stahmer filed a U.
Much like the pleated paper and ruffled lace, the corrugated ridges on these chips made them sturdier, crunchier and better suited for dipping.
Able to withstand more weight, they were less likely to break in the bag or in the middle of a dip. Plus the ridges also created more cavities to hold filling. Doolin saw the potential in Stahmer's product and purchased the trademark in Doolin and the illustrious H. This move allowed Ruffles to up their distribution to outside of North America. Since its inception in the '50s, only two things have changed about Ruffles — the depth of their ridges and how many flavors are available.
According to Taquitos , the snack brand has boosted at least 50 different chip flavors through the years, ranging from BBQ -style to extra cheesy to hot wings, ensuring that generations of people everywhere will create childhood memories of snacking on the chips signature ridges. The Untold Truth Of Ruffles. The Ruffles creator could not explain why they taste so good Instagram. Doolin, H. Utz 3. Kellogg Co. Pringles 11 Others; Ruffles: So when they shop for potato chips, they overlook Ruffles.
Multimedia outlets include Television, Internet and Magazines. We aim to increase our target audience by positioning Ruffles chips as the best option for on -the-go consumption and increase awareness of the new, bold flavors they have to offer the market.
The advertising is talking to 18 to 37 -year-old male and female potato chip consumers. This group is most likely to purchase and indulge in potato chips for on-the-go consumption. It is also the second most successful brand in the potato chip category.
The consumer only thinks of ridges when they hear Ruffles. They are not aware of the wide range of flavors offered. The ads will feature a fun-loving tone that relates to the fun, new flavors we are promoting. Our advertisements will be placed on various media throughout the year. However, we found that most potato chip consumers heavily consume sport magazine and sport websites. So will focus more on marketing efforts during the Spring and Summer when the weather is nice and people are looking to have fun outdoors.
Magazines also have a long life span because they often occupy waiting rooms for a long time, and are not as frequently published as newspapers are. Our print ads will be featured in the following magazines, which appeal to the interests of potato chip consumers, such as automobiles, family, and leisure activities. Fun , Saltwater Sportsman , Parenthood , and Boating We chose magazines, internet and television as our media vehicles to delivery our messages to our target audience.
Airing our Ruffles creative commercials enables us to reach a large and diverse audience within our target range. Since our target age range is more likely to partake in late night activities such as watching sports game, late night talk shows or watching primetime television with friends or family, we would like to air our commercials primarily during the 8 pm to 12 am time slot. Our ads will be featured on the following websites, which focus on various interests of potato chip consumers, such as sports, discounts, and music.
Crumble Cause-Marketing Campaign using Social Media Our microsite will promote our cause-marketing campaign with the Make-A-Wish foundation, and feature stories of the children who are staying strong during their battle against their illnesses.
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