Pringles is helping retailers expand their impulse sales this year with new on-pack promotions to support its 40g, 70g and 200g cans.
The Kellogg’s-owned brand has partnered with music streaming service Deezer, focused on promoting its new £1 price-marked 70g can, to launch a new Christmas-themed on-pack giveaway.
The tie-up with Deezer will give shoppers who purchase three 40g or 70g cans of Pringles a four month subscription to the music streaming service, worth £39.99.
The on-pack activity is designed to benefit retailers by boosting snack can sales, which are currently delivering £5m YoY value in the symbol and independents market and growing by more than 20% compared to last year. (IRI data 52 w/e March 2018)
The Deezer promotion will run until February 2019 and promotional cans are available in stores now until the end of October.
The 70g Pringles snack can will play a key roll in the campaign, after its launch into independents earlier this year. The can is designed to meet consumer demand for a Pringles format that fits into the snacking occasion.
Chris Bates, impulse sales director for Kellogg’s, said: “We know from our research that retailers benefit from big brands offering a £1 price point all year round. The Pringles brand is loved by consumers and highly incremental to retailers’ sales, making the 70g can a win-win for everyone.
“Completing the Pringles range, the 70g can is an ideal addition for any retailers looking to satisfy a range of shopper needs and drive incremental sales – whether its adding a Pringles 40g can to a meal deal, grabbing a Pringles 70g can for an afternoon snack or picking up a Pringles 200g can to share at a party.”
To support its larger cans, Pringles is launching a ‘Free Present with Every Can’ Christmas promotion this October, giving customers a free redeemable gift with every 200g can they purchase (rrp 2.49 PMP and non-PMP).
Every can includes a free digital gift and gives shoppers the chance to win bigger prizes too; from holidays and GoPros to movie coupons and Pringles coupons.
Bates added: “We know what a massive sales-driver Pringles is for both big and small retailers and how important it is for shoppers to stock up on sharing snacks at Christmas.
“The instant-win mechanic on the can is a tried and tested way to generate excitement with shoppers while driving sales and we’re confident it will make snacking moments even more fun.”
The ‘Free Present’ promotion will run until December this year, across the independent channel.
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