CINCINNATI: Procter & Gamble has kicked off a major PR campaign to
increase sales of its Pringles brand potato chips to teens and young
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
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
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,'
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.