Pringles: Get To The Crunch
Pringles is a small-share brand in a highly competitive salted snack market in China. Pringles decided to grow share through innovation in its consumer offer, communication and the way it connected with consumers. The ‘Get to the crunch’ campaign was the first campaign of the snack category in China that tapped into online video, with an application game on a social networking site. Visitors to the brand zone could view and share campaign videos, send customised e-cards with the themes of the videos, or play the application game. These videos received over 10 million hits in just eight weeks, driving business to a 30% share growth compared to the previous year.