P&G targets teens, young adults in latest chip bid

CINCINNATI: Procter & Gamble has kicked off a major PR campaign to

increase sales of its Pringles brand potato chips to teens and young

adults.



Working with Porter Novelli's Chicago office, the company has created

the 'Pringlesmobile.' The truck, which boasts the world's largest can of

Pringles, can be converted to a dance floor.



The Pringlesmobile will visit 20 cities from now through August, staging

dance contests aimed at 18- to 24-year-olds, said Shanae Gibbs, who

heads external relations for P&G's North American food and beverage

brands.



A second vehicle, a Volkswagen Bug dubbed the 'Can Van,' will also be on

tour this summer, targeting spots that might be difficult to reach by

truck.



While Gibbs wouldn't discuss spending plans for the campaign, she said

the coming tour is the largest PR event P&G has done for Pringles.



PN last year added Pringles to other P&G food brands it handles. It will

work on media outreach during the tour and has already gotten coverage

in the Chicago Tribune. The tour, timed to coincide with spring break,

began two weeks ago in Daytona Beach, FL.



The teen and young-adult segment 'is a somewhat difficult market to

reach,' Gibbs said. P&G brought PN into the fold with the hope that PR

would be able to sway an audience notorious for not paying attention to

mass-market advertising. The Pringlesmobile is 'experiential marketing.

It's a dance club on wheels that encourages teens to get on stage,'

Gibbs said.



P&G will select a best male and female dancer, who will be awarded roles

in a new dance club-themed commercial for Pringles, and the Bug will be

given away at the tour's conclusion. A new Web site, Pringlesmobile.com

will allows people to sign up for the car giveaway.



Pringles sales were worth dollars 419.2 million last year, down 11% from

the previous 52-week period. The brand will be part of a new joint

venture between P&G and Coca-Cola. P&G hopes Coke can use its

distribution system to increase the number of locations selling Pringles

and in turn boost sales.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in