16 May 2008


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Pringles launches “Dream Team” football promotion

Procter and Gamble

Pringles

crisps

Source : Procter & Gamble
We may not have qualified for Euro 2008 but this does not mean that football is totally off the agenda this summer.

Pringles, the UK’s No.1 large sharing brand is keeping football to the forefront by launching ‘Join the Dream Team’, a promotion offering consumers the chance to meet Michael Owen and star in the next Pringles Football TV ad.

This is great news for retailers as they will still have plenty of opportunity to maximise their snack sales and cash in on this summer’s football activity.

‘Join the Dream Team’ is the third in a series of high profile football promotions from Pringles and is expected to significantly increase large sharing snacks sales.

During key consumption events such as the UEFA Champions League and FA Cup Finals, snacks sales and market value greatly increase.

During the World Cup 2006, June saw an +£8million increase in large sharing consumption which was a massive +25% increase in sales compared to the same month the year before.

Retailers should ensure they take full advantage of this trend and promote their large sharing offering both on the main snacks feature and also on secondary sites in-store.

The on-pack promotion will drive consumers to the Pringles Football website where they will be invited to submit a ‘Keepy Uppy’ video for a chance to star in the ad itself and meet Michael Owen.

The ‘Join the Dream Team’ on-pack promotion will be featured from April 2008 on the top four Pringles SKUs, Original, Sour Cream & Onion, Salt & Vinegar, and BBQ, available in 230g Party Size and 170g Medium Size tubes.

Paul Lettice, Trade Communications Manager at P&G comments: “Retailers should definitely continue to support the football activity this summer as with a packed sporting calendar consumers will continue to host parties and BBQs for these occasions.

“Sharing snacks will be high on the purchase agenda and the Pringles ‘Join the Dream Team’ on pack promotion will offer consumers even more opportunity to get involved with the collective football spirit.

“As the UK’s favourite large sharing brand, Pringles is already a popular choice with consumers and we have a full offering of POS to further drive sales and promote the on pack offer. Retailers should take full advantage of this to ensure the Pringles Football Packs have clear in-store visibility and encourage incremental sales.”

For all retailer enquiries, please call 0800 597 3388.

Pringles

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