Traditional taste and smell enhancers, celebrity advice, coherence with a person’s image—all this can make the product, both eatable or not, more attractive to a consumer. But there’s also another thing that can make virtually any product on the market more attractive. This magic non-physical intensifier is a ritual, which adds a new enjoyable dimension to the process of consuming a product.
After a long research and investigation, Procter & Gamble has announced it sells its Pringles brand to Kellogg for $2.7 billion in cash. The deal is expected to be completed in summer 2012. Last year P&G intended to sell the chips brand to Diamond Foods but the agreement has been mutually terminated.
Pringles launched a new digital campaign in Buenos Aires, Argentina. With the concept ‘Organise a Party Right Now’, communication agencies Grey, G2 and Fahrenheit 451 have together created an action called ‘Pringles Home Party’ for markets in the region. 12 international DJs were invited to compose a set of 12 exclusive tracks, with general production by Jimmy Van M, the world electronic scene star with over 15 years of experience.
Pringles brand has launched a new website to help people who think that their friends in online communities are posting too much boring stuff. With the help of ‘The Oversharers’ developed by Wunderman they can convince these people to spend their time on something much more interesting and post things ‘really worth sharing, like Pringles‘.
To celebrate Pringles‘ «parade of 100 crisps» and less air than the leading bagged chips, Pringles’ teams are coming to New York City on November 25 for 24 hours, to donate air not used in its cans for parade balloons this holiday season. During this time, Pringles’ team members and a blown up Mr. Pringles will be handing out Super Stack cans of its potato crisps and balloons.