BATAVIA, Ohio (AdAge.com) -- The theory that all a company's employees -- not just its marketing department -- help create the brand came into sharp focus last week, when an obscure tax ruling in the U.K. centered around the contention of Procter & Gamble Co. lawyers and finance people that Pringles aren't potato crisps (chips, in U.S. parlance) made the brand the butt of jokes around the globe.
NOT 99.95 PURE: Only 42% of a Pringle is potato. The rest is wheat and corn flour, emulsifiers, fat and seasonings.
The May 20 ruling gained widespread media and social-media currency within hours. Many on Twitter focused on the fact that only 42% of a Pringle is potatoes, the rest being wheat and corn flour, emulsifiers, fat and seasonings. Commenters on news sites speculated, incorrectly, that they're also made from sawdust and ground-up newspapers.