The Pringles Stack Promotion Encourages Snackers to Mix and Match
Michael Hemsworth — December 8, 2019 — Marketing
References: pringles & conveniencestore
The Pringles Stack promotion has been announced by the brand in the UK as a new on-pack campaign that encourages shoppers to mix and match various flavors to achieve a different kind of taste experience. The campaign targets the growing evening snack occasion amongst consumers who are munching on their favorite treats between meals or with friends.
The promotion will start in January 2020 and will be seen across the entire range of core Pringles flavors including Salt & Vinegar, Texas BBQ and Sour Cream. Participants who create a unique flavor combination and share it on social media could win exclusive prizes.
Pringles UK Activation Lead Helen Potter spoke on the Pringles Stack promotion saying, "We know that taste and flavor 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.”
The promotion will start in January 2020 and will be seen across the entire range of core Pringles flavors including Salt & Vinegar, Texas BBQ and Sour Cream. Participants who create a unique flavor combination and share it on social media could win exclusive prizes.
Pringles UK Activation Lead Helen Potter spoke on the Pringles Stack promotion saying, "We know that taste and flavor 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.”
Trend Themes
1. Flavor-mixing Snacks - Opportunity for snack brands to promote customizable flavor combinations, appealing to consumers' desire for unique taste experiences.
2. On-pack Campaigns - Promotions that encourage consumers to engage with a brand through interactive experiences on product packaging, fostering brand loyalty and social media engagement.
3. Evening Snack Occasion - Growing consumer trend of snacking between meals or with friends in the evening, creating opportunities for brands to target this specific snacking occasion.
Industry Implications
1. Snack Food Industry - Innovative flavor-mixing promotions can drive sales and increase customer engagement in the competitive snack food market.
2. Social Media Industry - Encouraging consumers to share their unique flavor combinations on social media platforms can generate user-generated content, increasing brand visibility and online buzz.
3. Packaging Industry - On-pack campaigns that incorporate interactive elements provide opportunities for packaging companies to design and produce customized packaging solutions for brands looking to engage consumers.
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