Pringles: FREE THE LAST CRISP

Credits & Description:

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media

Advertiser: PROCTER & GAMBLE

Product/Service: PRINGLES

Agency: POSSIBLE WORLDWIDE

Date of First Appearance: Apr 29 2011

Entrant Company: POSSIBLE WORLDWIDE, Cincinnati , USA

Chief Creative Officer: Hank McLendon (Possible Worldwide)

Executive Creative Director: Jason Bender (Possible Worldwide)

Associate Creative Director: Chris Dye (Possible Worldwide)

Associate Creative Director / Copy: George Alexander (Possible Worldwide)

Associate Creative Director: Rosie McGuire (Possible Worldwide)

Designer: Kevin Munson (Possible Worldwide)

Copywriter: Chris Pederson (Possible Worldwide)

Designer: Liz Goerlitz (Possible Worldwide)

Senior Interactive Designer: Matt Berohn (Possible Worldwide)

Interactive Designer: Chris Hudepohl (Possible Worldwide)

Interactive Designer: Paul Mazzoleni (Possible Worldwide)

Project Manager: Melanie Kern (Possible Worldwide)

Vice President Client Partnership: Jennifer Rusmisel (Possible Worldwide)

Senior Manager Client Partnership: Nicole Scharlach (Possible Worldwide)

Senior Manager Client Partnership: Carrie Rogiers (Possible Worldwide)

Purchasing Manager: Carole Amend (Possible Worldwide)

Systems Analyst: Criss Titschinger (Possible Worldwide)

Senior Web Developer: Dan Brunner (Possible Worldwide)

Senior Project Manager: Betsy Hussey (Possible Worldwide)

Media placement: Banner Ad - http://www.plunderguide.com/mens/tech/ - 29 April 2011



Describe the brief/objective of the direct campaign.

We wanted to increase top-of-mind awareness for Pringles, because people only think about Pringles when eating them.



So we gave consumers a fun, new, playfully eccentric way to think about Pringles by creating a mystique around the last crisp at the bottom of the can.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

In addition to creating a mystique around the Last Crisp in the can, we gave consumers a slightly ridiculous way to eat the Last Crisp first—the Last Crisp Reclamator. This is a glass sleeve that consumers can pour their Pringles into to let them eat the Last Crisp first. Consumers who saw the banner ad could click it to go to Facebook and claim their own free Last Crisp Reclamator (a kit, actually, containing the glass sleeve and a can of Pringles). The goal was to have all of our Last Crisp Reclamators claimed.



Explain why the creative execution was relevant to the product or service.

This execution was relevant for two reasons. First, Pringles is well known for three things—the crisps themselves, the man with the moustache, and the can. This direct piece plays with the can and turns it into a vehicle for driving top-of-mind awareness. Second, Pringles brand equity is to be playfully eccentric, and the idea of giving consumers a ridiculous way to think about and use the Pringles can delivers on that. It’s memorable fun.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

Consumer demand for the Last Crisp Reclamator was impressive. Within just a few hours of the banner ad going live, every last one was claimed by consumers.