For me, Pringle knitwear suggests golfers and odd diamond colour combo's, reserved for unsuspecting Dads and Uncles at Christmas. Younger generations probably don't recognise the brand at all. So it was a brave move when early last year, Pringle of Scotland tried to change its stuffy perception and hit a new demographic at the same time, with its youtube outreach.
Being Scottish, I might find this funnier than most, but it's a great example of how major brands are embracing social media to expand their existing audiences.
I think I might even ask Santa for a cardi.