Procter & Gamble
Overview
P&G wanted to extend the Pringles product line, Mini Pringles, for consumers who are “on the go”, but they didn’t have a budget for a TV Campaign.
The Agency’s solution was to use multichannel activities to deliver a ‘taste, fun & small size’ message to the target consumers, males & females, 13-32 tears (core 16-22), urban, students, who are modern, fashionable, easy going and keen to try new brands. As well as building solid product awareness and trail.
Concept
A lot of small things, like iPods, Mobile phones or pocket PC’s give big pleasure. Now things are getting smaller but maintain the same result. New Mini Pringles is one of them. Maximum fun from the new small Pack! Consumers opened the packs to find small things like mini football, mini racing and photo contests. Now FUN is not a matter of size!
The Campaign theme was: Wow! What a Mini!
The Agency delivered the Promotion using traditional and alternative channels with the main activity being an on-line photo-contest with the theme “Feel fun with Mini Pringles –anytime, anywhere!” Consumers were invited to create the coolest photo with Mini Pringles, and win prizes.
Other activities:
- Branded Mini Coopers cruising around Moscow engaging consumers with product samples and promotions.
- Game promotions in Universities.
- Online: Visitors ‘voted for photos to get a Mini Pringles box’
- Shopping malls. Find a Mini Pringles pack with a special sticker every hour and get a box of Mini Pringles.
- Stores. Buy Mini Pringles Multipack or 5 single packs and get a set of badges.
- The Metro. Consumers who traveled on the Metro were given a new underground map from Pringles carrying funny names of Stations.
- HoReCa. Ad postcards and Table stands with catchy designs.
- Cinemas. Tickets were carried in special “pockets” promoting an on-line contest.
- Press and Radio Promotions.
Results
The Promotion far surpassed all targets, viz, the numbers of consumers who were engaged, brand awareness in all channels, market share, brand awareness and sales.
Actual results are not for publication.