BATTLE CHALLENGE by Passage Pieton for Pringles

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BATTLE CHALLENGE

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Industry Confectionery & snacks, Chips
Media Promo & PR
Market France
Agency Passage Pieton
Released September 2009

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Advertiser: PROCTER & GAMBLE
Product/Service: PRINGLES XTREME
Agency: Passage Pieton
Date of First Appearance: Sep 13 2009 12:00AM
Entrant Company: Passage Pieton, Paris, FRANCE
Entry URL: http://www.dailymotion.com/PringlesXtremeBattle
Procter & Gamble External Relations: Julie Dubost (Procter & Gamble)
Procter & Gamble Media: Pierre Cabanettes (Procter & Gamble)
Chief Creative Officer: Frédéric Lambert (Passage Piéton)
Chief Executive Officer: Vincent Quenor (Passage Piéton)
Project Manager: Stéphanie Fay (Passage Piéton)
Community Manager: Marlène Girardot (Passage Piéton)
Production Director: Priscilla St andré Perrin (Passage Piéton)
Assistant Project Manager: Caroline Hibon (Passage Piéton)
Event Manager: Anais Marcolin (Passage Piéton)
Assistant Brand Manager: Nadia Mucig (Procter & Gamble Assistant)
Marketing: Hannes Graah (Procter & Gamble)
Media placement: Online: Banners & CPV - Among Others: Jeuxvideo.com, Dailymotion, Deezer - Septembre 15th, 2009

Describe the objective of the promotion.
Generate awareness on the launch of the new Pringles Xtreme range among young men.

Describe how the promotion developed from concept to implementation
We create the Xtreme Battles to enable our target consumers to interact with the brand and specifically play with the new ingredients: Wasabi & Chili. Concept was simple: each contestant had to eat chili or wasabi: the first one to react lost. The plan was amplified through the leverage of Mickael Vendetta, a very popular “extreme” buzz star, casted against type (Web-users “love to hate” Mickael Vendetta for his self-importance). Our star and battles were exploited online (website, videos, web banners, partnership with Dailymotion, Facebook & Twitter) and offline (through a 6-city tour in France).

Describe the success of the promotion with both client and consumer including some quantifiable results

Communication plot exceeded objectives, totalising 970 M viewed videos, over 150 PR clippings including TV citations (brand citation on French TV is very rare). The plan created a huge buzz and strong online engagement of the new prime prospect, proving the fit between our prime prospect and online media. The plan step-changed Pringles’ image online, as it was seen as old-fashioned. The plan seeded the online community and we could leverage our contacts for future plans. Business results also exceeded objectives, placing the Xtreme as one of the most successful Pringles launches: 1.4% value share and 0.9% volume share (Jan 10).

Explain why the method of promotion was most relevant to the product or service
Objective was to engage with young men, who are very connected and attracted to any extreme experience a brand can offer. To note, the French snack market did not have extreme ingredients: interaction with the ingredients was key. Online and offline events were amplified through the leverage of M. Vendetta, an extreme buzz celebrity which web-users “love to hate” for his self-importance. With Pringles, web-users had the opportunity to “beat” him online and to feature him in hoax videos. This created a huge buzz as no brand had yet dared to be linked with his controversial personality.