BATTLE CREEK, MI: Kellogg's Pringles brand has launched a campaign to attract music lovers, leveraging the shape of its can packaging and celebrity blogger Perez Hilton.
The “Pringles Speaker Can” initiative allows consumers to send in four receipts for traditional-sized Pringles cans to receive a free Pringles Speaker, which fits on the top of an empty can.
“Finding new opportunities to promote Pringles in fun and unique ways is in our brand DNA,” said Andrea Theodore, marketing director for the brand. “The Pringles Speaker is the perfect opportunity to add excitement to the overall snacking experience by leveraging our unique can shape in a new and fun way.”
To raise awareness of the speaker promotion, Hill+Knowlton Strategies, Pringles' PR agency partner for more than four years, came up with the idea to have Perez Hilton as a spokesperson because of his passion for music, added Theodore.
“He's provided a fun, fresh face to the program that feels very natural to our overall brand equity,” she said.
Throughout the campaign, which ends on October 31, Hilton will make guest appearances on television shows. He has already made more than 30 broadcast appearances, said Theodore.
Pringles also “amplified” its outreach by sending press kits with the Pringles Speaker to media outlets, she said.
In addition to traditional PR efforts, social media is playing a big role in the campaign. Hilton will promote the campaign and the Pringles Speaker throughout the summer on his blog and Twitter account, Theodore said. Perez has more than 5.2 million followers on Twitter.
The brand is posting information and updates about the Pringles Speaker on its own Facebook page, which has nearly 20 million fans. Theodore added that Pringles has also engaged bloggers about the program.
“We would love for everyone to have a Pringles Speaker in their house, but overall our goal is to provide something fun and unique to consumers,” she said. “We feel like we're definitely reaching that goal with this promotion.”
In February, Kellogg acquired the Pringles brand from Procter & Gamble for $2.7 billion.