SMP identified the need to address the barrier: 'Pringles are outdated and not relevant to my lifestyle' by recruiting cool, attractive and lively girls (via our own in-house staffing agency) to convey the new Pringles Xtreme message. We identified popular and exciting events, with high foot-fall, that were relevant to the Prime Prospect (16-24 year old males) and the Pringles Xtreme brand. The Relentless Boardmasters Festival, Summer Sundae and World Downhill Skateboard were chosen. Find out more...

Deliver a trial programme for the launch of Pringles Xtreme (four Xtreme flavours; Chilli, Wasabi, Cheese & Chilli, and Smokin' BBQ). Maximise reach without compromising the quality. Identify situations relevant for the Prime Prospect in an engaging manner. Build on communications platform 'dare you be beaten by a girl'. Maintain initiative look and feel. Sample at key times during the summer when Pringles Xtreme was launching in-store.