Two stages of execution were enacted. First came Pringles Cricket trivia on TV; next launched 10 second clips developed by TV stations and sponsored by Pringles. Pringles sponsored the Cricket World Cup; aired a cheering, animated Pringles Logo during shots replays; and constructed an online cricket batting championship progressing along with the World Cup stages. The Championship was promoted by Radio Jockeys during live programmes and on TV using station-produced, animated spots.

The contact efficiently bolstered ad awareness (41%) vs, Lays (36%) and strengthened Pringles’ fun, enjoyable image (55%) vs, Lays (44%), all translating into market leadership (41%) vs, Lays (23%)—a position that was believed to be occupied by Lays (no available data). Pringles volume share indexed 117 in UAE.