Pringles

What they asked us to do ...

Pringles first challenged us to promote the brand’s association with football around the World Cup without any form of official sponsorship. We previously created “Keepy Uppy with a Pringles Can” around Euro 2004, and decided to take the concept online with “Pringles Can Keepy Uppy Challenge” in a play to reach young adults on a grand scale.

Later in our relationship with the popular snack food, Pringles decided to make a bold move and underwent an integrated, PR-led, multi-channel campaign designed to engage key audiences during the peak holiday sales season. Our goal was to create a platform that would have legs year-after-year while communicating Pringles as the essential element needed to light up family celebrations.
 

What we did ...

For “Pringles Can Keepy Uppy Challenge”, the PR concept led the global marketing campaign with 11 international greats including Carlos and Gerrard playing Keepy Uppy with a Pringles can. Our campaign encouraged ordinary people to compete against their heroes by filming their attempts and uploading them to a content-rich site. The site included a 50-city tour and the formation of a freestyle squad through X-factor style auditions.

To further engage consumers with the brand, we created “Jingles for Pringles”, a multi-channel contest hosted by BBC radio stars Dick and Dom. The contest invited UK families to create holiday music videos and upload them onto a new, online Pringles brand community - www.pringles.com/christmas. We invited the public to view and rate the entries, including song spoofs like “Crunchy Bells” and “Pringle Bell Rock,” and ultimately award one video a spot on ITV1 Christmas Day.
 

Our results ...

By engaging relevant audiences and identifying key spokespeople, we received an overwhelming response for both campaigns. Highlights include:

  • “Keepy Uppy with a Pringles Can” delivered more than 128 million consumer impressions. The average downtime without coverage was only 2.6 days, and this was sustained for five months.

  • “Jingles for Pringles” received significant exposure. Because Pringles was at the very heart of the story and the prize was starring in a Pringles advert, the coverage always highlighted in brand. Over a six-week period, we achieved 91 million OTS and 9:1 ROI, as well as over 120 pieces of coverage. The website garnered 100,000 hits in six weeks, and the campaign received more than 1,500 entries. Sales increased 12 percent versus a year ago. Pringles has signed on for this campaign again in 2008 and PR will lead everything from advertising to on-pack promotion, running throughout Western Europe, and potentially on a wider global level.