Pringles: CRUNCH TITLES

Credits & Description:

Advertiser: KELLOGG COMPANY
Agency: GREY WORLDWIDE
Category: Fast Moving Consumer Goods
Advertising campaign: CRUNCH TITLES
Group Head/Senior Producer: Dennis Eichner (Grey Worldwide Gmbh)
Art Director: Alphons Conzen (Grey Worldwide Gmbh)
Producer: Kim Düsselberg (Parasol Island)
Creative Director: Mark Hendy (Grey Worldwide Gmbh)
: Mathias Renner (Grey Worldwide Gmbh)
Copywriter: John Phillips (Grey Worldwide Gmbh)
Copywriter: Thomas Völker (Grey Worldwide Gmbh)
: Peter Engel (Grey Worldwide Gmbh)
Chief Creative Officer: Roland Vanoni (Grey Worldwide Gmbh)
Director Client Services: Stephanie Adolph (Grey Worldwide Gmbh)
Producer: Anne Palesch (Grey Worldwide Gmbh)
Managing Director: Jan Guentner (K102 Gmbh)
Project Manager Digital: Katrin Kösters (Grey Worldwide Gmbh)
Creative Director: Neil Elliot (Grey Worldwide Gmbh)
Art Director: Reto Oetterli (Grey Worldwide Gmbh)

Execution
Pringles added German subtitles to German-language movies playing on Tele 5, a popular TV channel for movie lovers in Germany. Subtitles were shown during movies next a Pringles Crunch Titles logo and movies playing with Crunch Titles were announced in teaser spots before and after commercial breaks.

Strategy
Pringles is one of the number one snacks for a movie night in. But crunchy snacks can also become the number one problem because people can't hear what's going on during the movie. So Pringles had to find a solution to overcome this age-old problem. Subtitles would help but they are not common in Germany (movies are dubbed). So Pringles introduced Crunch Titles. Adding German subtitles to movies playing in German language.

Effectiveness
Pringles Crunch Titles movies became TV ads with an immediate benefit for the viewer and guaranteed snack enjoyment as well as 100% understanding. This way, Pringles cemented its place as the snack of choice for movie lovers.