Kellogg Company: Pringles – Flavor slam
The Integer Group Lakewood
Pringles—a brand positioned as a "facilitator of fun"—was getting outgunned at retail during one of the biggest events in American sports: the National Collegiate Athletic Association (NCAA) basketball tournament, a.k.a. March Madness.
With no official NCAA tournament or team sponsorships to leverage during the March Madness time frame, Pringles Flavor Slam was a creative solution targeting a 10% sales lift by bringing together the sport of basketball, the excitement of the tournament, and the Pringles brand while breaking through the clutter of traditional bracket-focused programs.
At the core of the...