1. TEAM 3
Zachary LeBlanc
Courtney Kramer
Emily Mormile
Olivia Hill
Allison Keaton Spring 2016
POP
CRUNCH
CREATE

2. EXECUTIVE SUMMARY
Pringles has been a leading brand in the potato chip market for 50 years. Our research indicates that
while potato chips are consumed by no one particular demographic, it is typically the mother of the
household that makes most of the purchasing decisions. Our research also indicates that as
purchasing power shifts to the millennial generation, we see millennial values reflected in how, why,
when and where certain products are purchased.
This research led us to identify our target audience as the Millennial Generation. This generation, aged
approximately 20 – 35 are educated, connected and much less conservative than previous
generations. They value community while still retaining a sense of individuality, they appreciate value
as opposed to cost, and prioritize being a good parent or partner over owning a home and having a
large salary.
Our research supports the idea that while Pringles may not be recognized as the most practical, cost
efficient or healthiest chip, one characteristic sets it apart from competitors – Personality! From Julius
Pringle, the bow tied mascot, to the saddle shaped chips stacked inside their unconventional tube-
shaped packaging, Pringles is a potato chip that is fun!
Our strategy: Use Pringles’ one-of-a-kind packaging to strengthen Pringle’s position as the “fun” and
”creative” brand of potato chip by offering consumers an experience that transcends traditional
snacking, in a way that caters to target consumer values.
This campaign will be conducted through a number of mediums, such as television ads, print ads and
several accommodating social media platforms such as YouTube, Instagram and Facebook during the
course of 7 months.

3. TABLE OF CONTENTS
INDUSTRY ANALYSIS..1
CURRENT INDUSTRY TRENDS.. 2
COMPETITIVE ANALYSIS.. 3
COMPETITOR MEDIA SPENDING.. 4
COMPETITOR CONSUMER DEMOGRAPHIC.. 5
PRINGLES CONSUMERS.. 6
PRINGLES AD SPENDING.. 7
PRINGLES PAST CAMPAIGNS.. 8
SOCIAL MEDIA ANALYSIS.. 9
PAST SOCIAL MEDIA CAMPAIGNS.. 10
SWOT ANALYSIS.. 11
OBJECTIVES.. 12
MEDIA SCHEDULE.. 13
MEDIA RATIONALE.. 14
MEDIA PLAN.. 15
INSTAGRAM.. 16
COMMERCIAL STORY BOARD.. 17-18
COMMERCIAL ADVERTISEMENT.. 19
COMMERCIAL VIEWER ANALYSIS.. 20
PRINT ADVERTISEMENTS.. 21
BANNER ADVERTISEMENTS.. 22
RETAIL DISPLAY ADVERTISEMENT.. 23
BUDGET BREAKDOWN.. 24
ANALYSIS.. 25

4. 1INDUSTRY ANALYSIS
• In 2015, US chip sales
reached $13.6 billion, a
21% increase from 2010.
Mintel forecasts that this
market will grow another
17% to $15.8 billion by
2020.
Year $ Millions % Change
2016
(forecast)
14,086 +3.9
2017
(forecast)
14,590 +3.6
2018
(forecast)
15,062 +3.2
2019
(forecast)
15,487 +2.8
2020
(forecast)
15,797 +2.0
US Sales Forecast of Chips at Current Price
Mintel 2014

5. 2CURRENT INDUSTRY TRENDS
• The tortilla chip segment grew faster than any other category
segment. Sales were boosted by perceived positive health
perceptions, as well as increased interest in international dips and
innovations in flavor design.
• Buyer interest in dips such as salsa, guacamole and hummus are
boosting competitor sales.
Mintel 2014

6. 3
COMPETITIVE
ANALYSIS
● Estimated 9% market share
● 2015 Sales: $521 million
● This well known ridged chip comes in
a number of flavors including
Cheddar, Barbeque, Sour Cream,
Original and more. Ruffles also sells
a variety of dips to compliment its
chip which helps to boost revenues.
● Estimated 28% market share
● 2015 Sales: $1.65 billion
● The current market leader with over a
quarter of the market share, Lay’s offers
a variety of products and flavors
containing natural ingredients, including
Baked Lay’s, Classic Lays, Wavy Lays,
And Lays Stax - a Pringles lookalike.
Mintel 2014

7. 4COMPETITOR
2014 MEDIA
SPENDING
LAY’SRUFFLES
$729 K $63.1 M
Cable TV: 65.1%
Magazines: 27.8%
Spot TV: 0.8%
US Internet – Display: 0.6%
Span Lang Net TV: 3.9%
Other: 1.8%
Spot TV: <.01%
US Internet – Display: 74.7%
US Internet – Search: 25.3%
2014 Advertising Red Books

8. 5COMPETITION CONSUMER DEMOGRAPHIC
RUFFLES LAY’S
73% White
72% Women
63% Adults 18-49
64% w/ Kids <17
74% White
73% Women
59% Adults 25-54
58% w/ Kids 17
• These consumers are mostly married and have
owned a home for at least 5 years.
• These competitors sell similar products and target the
same consumer demographic as Pringles
2014 MRI Data

9. 6WHO ARE PRINGLES CONSUMERS?
Consumers in 2014:
● 76.5 percent were white.
● 74.5 percent were women.
● 66 percent were adults between the age of 25 - 54.
● 73.2 percent have at least one child aged 17 or younger.
Household Income of Consumers
● <$20,000: 15.8%
● $20,000 - $29,999: 10.3%
● $30,000 - $39,999: 10.1%
● $60,000 - $74,999: 9.8%
● $150,000<: 9.4%
Summary: Consumers in
2014 were mostly low to
middle class mothers with at
least one child. Children, in
this case 17 or younger, have
a strong influence on
purchase decisions in the
home, especially snack
foods.
2014 MRI Data

10. 7
• PRINGLES accounts for
5% of Kellogg’s overall
media budget.
• PRINGLES’ 2014 media
budget was $31 million.
PRINGLES AD SPENDING BREAKDOWN
Advertising Red Books 2014

11. 8
PRINGLES PAST CAMPAIGNS
• Singing Mr. Pringles (2000/2001): Last commercial campaign
with a consistent theme across all ads before “You Don’t Just Eat
‘Em”
• Pringles Karaoke Prank (2015) : Viral video showing concert
goers in Ibiza in what they think is a karaoke booth – It isn’t.
• Pringles Blindfold Ad (2015): Part of ongoing “You Don’t
Just Eat ‘Em” Campaign

12. 9SOCIAL MEDIA
ANALYSIS
PRINGLES
LAYS
RUFFLES As of 02/2016
TWITTER: Encourages 2-way communication and fosters customer service.
FACEBOOK: Trivia, Promotions and both company & consumer photos.
INSTAGRAM: Creative photos and videos promoting the snack.
YOUTUBE: Fan made videos, celebrity endorsers and Pringles daily operations.

13. 10
#YouDontJustEatEm: Campaign was launched across several
social media platforms using the hashtag. The purpose of the
campaign was to have consumers take photos of themselves
doing something with the snack other than just eating.
#TheLastPringle: Multi platform campaign that begs consumers
the question: What would you do with the last Pringle?
PAST SOCIAL MEDIA CAMPAIGNS

14. 11SWOT ANALYSIS
STRENGTHS WEAKNESSES
• Differentiates from competitors
through unique packaging as well as
the unique shape of the snack.
• Strong brand awareness and a strong
social media presence.
• Made with more artificial / unhealthy
ingredients than most competitors.
• Media budget significantly smaller
than competitors.
• Distinctive packaging and shape
has allowed the brand to
differentiate itself from competitors
on social media.
OPPORTUNITIE
S
• Lay’s dominates the potato
chip market with 28% of the
market’s brand share while
sales grow annually.
• Retail display locations –
Not located w/ chips
THREAT
S

15. OBJECTIVES
• To raise awareness of Pringles’ Pop, Crunch, Create
campaign through the use of YouTube and Instagram.
• Achieve a total of at least 50,000 impressions and at least
1,000 views total on YouTube. (2% View Rate)
• Receive at least 5 examples of viewer feedback across all
mediums. i.e. YouTube/ Instagram comments, shares etc.
12

16. MEDIA SCHEDULE 13

17. MEDIA RATIONALE
Our research lead us to believe that using this media plan, it would allow us to most effectively
reach those consumers that we were most trying to have an impact on – Millennials and young
parents.
The most important medium, and with the most significant impact on our budget, is television ads.
We decided to broadcast our 90 second ad on 4 different networks (ABC, CBS, FOX and NBC).
Amongst these networks, the highest frequency will be on ABC Family, as it has the largest
likelihood of reaching parents as well as their children. Saturday Night Football, being a prime time
spot, will also allow our ad to have an enormous number of impressions. The other 3 networks were
decided on as a result of our budget in combination with our target market. Amongst these
networks, during these times of year, feature some of the most popular television series among
millennials including Big Bang Theory and Bob’s Burgers
Our print schedule was built around the idea that we would be targeting young mothers as well as
women considering children in the future. Fashion magazines, home and gardening magazines etc.
will receive a lot of impressions from our target. ESPN magazine was chosen to reinforce the impact
that we expect to have on those who view our ad during Saturday Night Football and MLB Baseball
Our web strategy was based on the fact that web ads will account for a small portion of our budget.
It costs very little to run a web campaign year round.
14

18. MEDIA PLAN
PAID:
• Instagram
• YouTube – Google Ad Words
• Television
SHARED:
• Instagram
• YouTube
• Facebook
Programmatic RTB will be used to purchase display ads from
relevant websites including social media platforms like Facebook
and Instagram. Given our large portion of our budget designated
to television advertising, programmatic buying will save both time
as well as money.
15

19. INSTAGRAM
9 Posts
540 Followers
DIY posts to engage with
interested consumers.
Several campaign print ads
as well as a link to
commercial.
Featured “shout outs” to
Instagram users who have
already made their own “can
creations”
16

20. 17STORY BOARD part I

21. STORY BOARD part 2
18

22. YOUTUBE ADVERTISEMENT 19
The Pop, Crunch,
Create commercial
conveys the message
that consumers can
create an experience;
one that goes beyond
snacking

23. YOUTUBE RESULTS
4/20 – 4/25
29,850 Impressions
736 Views
2.5% Viewer Rate
In-Stream View Rate
In-Display View Rate
30.27%
1.66%
AGE DEMOGRAPHIC
35 – 44 (39%)
25 – 34 (32%)
18 – 24 (29%)
• 50/50 Split amongst genders
• Highest Impressions amongst parents
• Highest views from parents
INTERESTS
1. Cooking Enthusiasts
2. Music Lovers
3. Social Media Enthusiasts
20

24. PRINT ADVERTISEMENTS 21

25. CREATION BANNER ADS
• Animated
• Dynamic Ads
• For both Web and Television
display
22
MOTHERS DAY BANNER
• Static
• For Web Display Only

26. RETAIL DISPLAY AD
• This retail display ad will be
used to capture consumers’
attention and encourage them
to be part of the campaign upon
purchase.
• Part of the strategy to combat
Pringles poor in-store location.
23

27. BUDGET BREAKDOWN
TELEVISION
Commercial Production: $1 Million
Commercial Broadcast: $7 Million
PRINT
Magazine Ads: $250 K
WEB
Commercial: $250 K
Banner Display: $250 K
RETAIL DISPLAY
Production & Location: $250 - $500 K
24

28. ANALYSIS
25
SOCIAL MEDIA
Instagram:
• Instagram saw the most positive feedback and most feedback in general.
• Users that received shout outs were often responsive and acted as
influentials, directing more traffic to our page.
• Instagram was most successful aspect of campaign, as it enabled us to
engage with the most users and receive the most feedback.
YouTube:
• Nearly 30,000 impressions and 900 views overall means a huge audience is
being exposed.
• Only one YouTube comment likely means that consumers may be confused
about message.
• Low view count may be due to commercial length.

29. Sources
• http://www.theguardian.com/business/2012/feb/15/kellogg-buys-
pringles-procter-gamble
• http://www.redbooks.com.www.libproxy.wvu.edu/advertiser/KELLOGG_
COMPANY/
• https://www.pringles.com/us/home.html
• http://academic.mintel.com/display/652258/?highlight#hit1
• http://ureporter.mriplusonline.com/selectdemofromsearch.asp
• http://ureporter.mriplusonline.com/selectdemofromsearch.asp
• http://www.redbooks.com.www.libproxy.wvu.edu/advertiser/PEPSICO_I
NCORPORATED/