SMP identified the need to address the barrier: 'Pringles are outdated and not relevant to my lifestyle' by recruiting cool, attractive and lively girls (via our own in-house staffing agency) to convey the new Pringles Xtreme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.