Cannes Lions

PRINGLES CRISPS

MEDIACOM, Dusseldorf / PROCTER & GAMBLE / 2006

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Presentation Image

Overview

Entries

Credits

Overview

Execution

How does the Pringles Music Zone help to increase brand relevance and consumer bonding while they are snacking?It includes everything our consumers want:1. Personalised Pringles Radios: serving consumers’ tastes and preferences.2. Club Video: consumers view their favourite music clips which are preceded by the current TV spot during the loading.3. Promotion area: information on Pringles promotions and events.4. Additional goodies: interact with the Pringles world via Pringles games, downloads, morphing gimmicks.

Outcome

Pringles’ RELEVANCE has increased:Of those who have been visiting the Pringles Music Zone:-95% would buy Pringles (index 112 versus others)-53% say Pringles is their favourite (index 166)This has led to INCREASED SALES:-37% have Pringles at home (index 218)-sales increase of 11%.

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