Pringles: Prize With Every Can

Pringles, a snack brand, increased sales during the winter period across EMEA by launching on-pack promotions, in-store activations and limited-edition cans and flavours.

Campaign details

Advertiser: Kellogg'sBrand: PringlesAgency: ZEAL CreativeCountry: United Kingdom

Background

In 2017, Pringles campaigns were starting to show signs of 'wear-out'.

Although can volumes had increased year on year between 2014 and 2016, the brand's focus on 'Buy & Get' campaign initiatives (e.g. Buy 3 cans and get a speaker) were becoming less impactful for retailers and less engaging for consumers.

Annual redemption rates saw a decline, dropping from 2.5% in 2014 to 0.31% in 2016.

Pringles were faced with the challenge of delivering an engaging and compelling promotional campaign that would excite...

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