The iconic chips brand is rolling out its first rebrand in 20 years and some people are not happy about the “hipster” makeover.
It’s safe to say we humans are creatures of habit – we like it when things stay the same.
Which is why it’s unsurprising that some shoppers have had a visceral reaction to the first change to the Pringles chip logo in 20 years.
The new, minimalist logo debuted in the US in December and Aussie supermarket shelves in January this year, and rolled out to other countries in the months since.
And Mr Pringles has had a bit of a makeover.
Gone are his bushy brown moustache and eyebrows. Instead he is looking a lot more “hipster” with sleek black moustache and sculpted brows.
Disgruntled customers wasted no time in voicing how they felt about the new ’do.
Some fans likened it to a “a copy version you’d expect to see at Aldi” and a “bartender in a hipster speakeasy”.
One person on Twitter lamented the new logo had lost the “shine in his eye” and “looks like sh*t”. Ouch.
“If I got to hell, whoever changed the Pringles logo better be there too,” another person wrote on Instagram.
Pringles UK and Ireland’s Twitter account has addressed the logo change online, saying the tubes had been given a “fabulous new makeover”.
“But we’re still as Pringles as ever,” they said.
Speaking ahead of the US launch of the new logo last December, Pringles senior director of marketing Gareth Maguire said it had been years in the making.
“We spent the last two years in research and design to create a modern look for the cans and Mr P’s style that reflects the bold flavour in every Pringles crisp and stack,” he said, according to the Food Network.
“While the look may be new on the outside, I’m proud to say that it doesn’t change the irresistible taste that’s always been on the inside of everyPringlescan and celebrates the unique snacking experience that is part of every bite.”
Pringles knows all too well what can happen when it changes its product – back in 2016 it left Aussies fans outraged after it moved production of the beloved chip.
A manufacturing shift of the chips from the US to Malaysia saw the tube and chip shrink in size, with some also claiming the flavour had changed too.