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M&M Awards Winners

M&M Global Award: EMEA

To be eligible for entry in the following entering categories, the campaign must have run on pan-regional media and/or local media in three or more countries within the region.

Sponsored by:

Campaign: Pringles music festivals

Brand: Mediacom International

Credits: Grey, Hill & Knowlton, Wunderman, G2

Pringles recognised the need to appeal to youth whilst retaining a firm grasp on their strong rapport with mum’s to stay ahead of the over-saturated food market. By identifying music as a popular commodity amongst both the ‘Pringles’ music festival’ campaign was brought to life.

Customers were offered a set of speakers in return for three tokens to host their own parties, appealing to both the youth and mum’s who both hold social gatherings in abundance.

Associating summer festivals to the youth market Pringles’ toured across 23 European music festivals to embark on first-hand interaction. Touring in a branded camper van with a Pringle’s speaker attached to the roof they offered fun and games to festival-goers to generate buzz. The vans could be traced via social media activity and an app was created allowing users to produce their own Pringles’ posters. In store the crisp brand also provided demos allowing shoppers to plug in their MP3 players to listen for themselves.

Positive results included 343,000 speaker redemptions being made in the first two months alone, while the Pringles' Facebook page attracted 3,836,885 additional fans. Most importantly sales increased by 5% across EMEA markets.

Watch the campaign video