Pringles returns with Jingles campaign

Tuesday, 14 October 2008

The UK's leading large sharing savoury snack brand, Pringles, is set to capitalise on the ever popular Christmas snacking opportunity with the 2008 version of its successful ‘Jingles for Pringles' campaign. Launching in October, the campaign will include comprehensive support across TV and online consumer media.

The ‘Jingles For Pringles' campaign centres around a nationwide competition to find the Pringles Christmas Family to star in a 30-second TV ad to be shown in a prime time Christmas Day TV spot.

Entrants will be asked to upload footage of themselves, with family or friends, singing a Pringles Christmas song to the ‘Jingles for Pringles' website www.pringles.co.uk/jingles or through the Pringles Facebook group. Site visitors can also vote for their weekly favourites and these weekly winners will win a £2000 cash prize.

As part of the overall Christmas 2008 support package, promotional Party Size cans of the most popular Pringles lines - Original, Sour Cream and Onion, Salt and Vinegar and Prawn Cocktail, Rice Infusions Sweet BBQ and Rice Infusions Sour Cream and Onion - will feature exclusive ‘Jingles for Pringles' artwork on the packaging and promotions will also run on selected standard cans.

As well as the dedicated Facebook group, which will also allow users to see last year's videos and updates on weekly winners, interactive advertising including samples of previous videos will be launched across social networking sites Bebo, Video Egg and Myspace from November. They will also appear on a range of high profile, high traffic consumer websites.

In terms of in-store support, shoppers will be targeted directly with the experiential ‘Jingles for Pringles' store tour. Carol singers will be visiting 22 top retailers across the UK to belt out some festive favourites and provide information about the ‘Jingles for Pringles' competition, and how customers could sing their way onto TV in time for Christmas.

Pringles Trade Marketing Manager, Janine Langmead, comments, "Christmas time is a key period for Pringles as we sell around 40% of our yearly volume over the festive season. When people gather with friends and family, one of the first things on the shopping list is Pringles. We understand the large sharing occasion very well and whilst the promotion aims to highlight the fun of the festive season, the special packs will also create great standout in-store.

"The ‘Jingles for Pringles' campaign not only gives us a share of voice over a very competitive period, but it also allows the 10.2 million households who buy Pringles at Christmas to get actively involved with the brand.

"We'll have a 20-second ad promoting the competition, airing from November to help increase awareness and drive traffic to the ‘Jingles for Pringles' site. We hope to build on the success of last year's campaign and reinforce the association of the Pringles brand with both snacking and family fun over the festive period."

For all retailer enquiries, please call 0800 597 3388.

Source: Procter & Gamble