Pringles aims to tap into evening snacking and get shoppers to buy multiple cans with an on-pack promotion encouraging shoppers to stack different flavours.
The activity invites consumers to place three different flavours of Pringles together to create a unique combination. Consumers can then share their creations on social media to be in with a chance of winning prizes.
The campaign looks to capitalise on growth in the evening snacking occasion i.e. shoppers who are looking for snacks between meal times or social get togethers.
The stacking promo will kick off in January 2020 across all core Pringles flavours including Sour Cream, Texas BBQ and Salt and Vinegar. Social media activity will support the activity in stores.
Helen Potter, Pringles UK activation lead, commented: “We know that taste and flavour are the main driver for the Pringles shopper, this activity taps into both those things.
“One of the suggested combinations is ‘the big burrito stack’ which consists of Original, Sour Cream and Texas BBQ. With the opportunity to explore thousands of flavour combinations we believe it will drive shoppers to buy multiple cans in their shop.”
Potter added: “Pringles had a great first quarter in 2019 following our gaming partnership with PlayStation. Where in previous years we have felt the come down of the Christmas period, gaming was the most redeemed on-pack promotion in Pringles UK history.
“The activity was instrumental to us maintaining growth on the brand. We hope stacking will give Pringles the same propelled start in store in 2020.”
The stacking on-pack campaign will be activated on 200g cans of Pringles (rrp £2.50). Prizes will be available to shoppers every day via the Pringles website.