With the aim of generating awareness and sales of three all new Pringles flavours; Mexican StyleBBQ, Peri-Peri Chicken and Smokey BBQ, TILT agency teamed up with Pringles in September 2018 to generate a campaign that would ensure they key objectives were met.
In order to effectively drive awareness and generate consumer interaction around the new flavours, a consumer competition and an influencer campaign were simultaneously introduced.Both concepts were centered around Braai Day and the #AddPringles campaign concept was developed to show audiences just how moments can go from ordinary to awesome when you #AddPringles. Through incorporating influencers, the campaign allowed an authentic third-party voice to the #AddPringles campaign. This allowed the campaign to become personable and human in nature. Driving the campaign was a nation-wide competition that ran across the Pringles social media platforms driven by the USSD in-store mechanism generating thousands of online entries.
Key successes of the campaign include several million impressions of the #AddPringles hashtag on social media, authentically exciting audiences about Pringles in social situations, especially the new flavours. The campaign also allowed Pringles fans to create their own #AddPringles themed content, showcasing their love of the brand.