TENNIS BALLS NOT INCLUDED by LPK Geneva for Pringles

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TENNIS BALLS NOT INCLUDED

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Industry Confectionery & snacks, Chips
Media Promo & PR
Market United Kingdom
Agency LPK Geneva
Released June 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: PROCTER & GAMBLE
Product/Service: PRINGLES
Agency: LPK Geneva
Agency: COHN & WOLFE
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: LPK Geneva, Geneva, SWITZERLAND
Brand Leader: Julien Desgarceaux (LPK Geneva)
Associate: Ed Fleming (Cohn & Wolfe London)
Pringles Trade Marketing Manager: Suzanne Bray (Procter & Gamble)
Assistant Brand Manager: Sian Davies (Procter & Gamble)
Account Director: Natalie Dunning (Grey Group)
Account Executive: Lucy Gregory (Grey Group)
Media placement: Packaging/ In Store - Tesco - June 2009
Media placement: Experential Activity - The All England Tennis Club, Wimbledon - July 2009

Describe the objective of the promotion.
Pringles needed to find an innovative way to drive sales of their base product during the summer months – a traditionally low consumption period for the brand. The first challenge would be securing incremental display in-store – a key driver of sales uplift in the snacks category.

Describe how the promotion developed from concept to implementation
Have you ever noticed how the Pringles pack looks like a can of tennis balls? Neither had we. But two bespoke tennis-ball-inspired pack designs and a rather clever guerilla sampling campaign at Wimbledon led us to a massive display of Pringles packs at the courtside, in supermarkets, and in the media. Although not an official sponsor, Pringles handed out thousands of free tubes in the distinctive design to people queuing outside the All England Club. Samplers were joined by tennis legend lookalikes, Roger Federer and Bjorn Borg, and a Sir Cliff Richard, who drew media attention to the campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results
Game - 1.9 million more cans sold Set - Media reach 52 million Match - 1.2 million households bought Pringles for the first time that year! Clients were suitably smitten: "The concept behind 'These are not Tennis balls' is now being reapplied globally.... The whole team has truly managed to bring to life the overall communication and provide holistic creativity and strategic thinking for an inspirational shopper experience.” Suzanne Bray, UK Trade Marketing Manager, Procter & Gamble

Explain why the method of promotion was most relevant to the product or service
With up to 70% of snacks purchase decisions being made at shelf, it’s vital that Pringles ‘takes the advantage’ in store. Leveraging Pringles’ iconic packaging in a way that was simple and perfectly in keeping with the brand’s tongue-in-cheek character, was a great way to secure the shoppers’ attention (people typically only spend 3 seconds choosing their snacks!). Linking this pack-based-communication to Wimbledon with guerrilla experiential activity really brought to life the brand’s purpose of ‘sparking unexpected fun and brighter days’ and leveraged their long association with sporting events.