Pringles created a promotion for summer festivals to target the youth market, turning their iconic cans into music speakers
M&M Global Best EMEA Campaign Award Winner [Entered by Mediacom International] - Pringles recognised the need to appeal to youth whilst retaining a firm grasp on their strong rapport with mum's to stay ahead of the over-saturated food market. By identifying music as a popular commodity, the 'Pringles' music festival' campaign was brought to life.
Appeal to a youth market with a musical tie in.
Customers were offered a set of speakers in return for three tokens to host their own parties, appealing to both the youth and mum's who both hold social gatherings in abundance. Associating summer festivals to the youth market Pringles' toured across 23 European music festivals to embark on first-hand interaction. Touring in a branded camper van with a Pringle's speaker attached to the roof they offered fun and games to festival-goers to generate buzz.
The vans could be traced via social media activity and an app was created allowing users to produce their own Pringles' posters. In store the crisp brand also provided demos allowing shoppers to plug in their MP3 players to listen for themselves. Positive results included 343,000 speaker redemptions being made in the first two months alone, while the Pringles' Facebook page attracted 3,836,885 additional fans. Most importantly sales increased by 5% across EMEA markets.
1 - Using insight into the youth market, Pringles made the connection between their target demographic and summer music festivals. 2 - Pringles recognised the need to appeal to youth whilst retaining a firm grasp on their strong rapport with mums - a key customer group. 3 - Strong brand association between fun summer times with friends and the Pringles brand translated to increased sales.