Pringles Golden Ball
THE CHALLENGE
Pringles International tasked us with creating an exciting and engaging campaign that could be activated across the ASEAN region. The aim was to elevate the snacking experience during sports events, enhance in-store engagement, and drive sales with an innovative promotion. With the return of live sporting events, our goal was to capitalise on the renewed interest in sports and position Pringles as the snack of choice, incentivising purchases through a compelling consumer promotion that could be replicated in each market.
THE CHANNEL
Grocery stores across Australia, Hong Kong, New Zealand, South Korea & Taiwan
THE SERVICES
Strategy Development, Creative Services, Copy Translation, Consumer Promotion Management, Augmented Reality Integration, Prize Sourcing & Fulfilment, Campaign Activation
THE INSIGHT
Pringles and sports have long been a winning combination, and with consumers becoming more familiar with and curious about immersive technology, this campaign provided the perfect opportunity to merge traditional sports excitement with cutting-edge Augmented Reality (AR). This insight inspired us to create a unique in-store experience that allowed consumers to “bring the stadium home” and have the chance to win instant cash prizes, appealing to their love for both sports and snacking.
THE SOLUTION
In partnership with Blippar, our team developed an integrated AR experience that launched across five international markets: Australia, Hong Kong, New Zealand, South Korea, and Taiwan. Shoppers could scan their Pringles can to unlock an immersive 3D soccer stadium experience and discover in real time if they had found the Golden Ball. This connected packaging approach was activated in stores, on social media, and through digital and broadcast channels, bringing Mr. P and the sports theme to life. The campaign delivered a memorable experience and the excitement of thousands of cash prizes to be won. In 2022, Pringles achieved strong results, with an average NSV growth of +20.2% in Q4 across the five markets. The campaign combined digital innovation with impactful in-store experiences, deepening brand engagement and driving sales.
