At the start of June, Pringles launched an integrated pan-European campaign to leverage spiking excitement around UEFA Euro 2020 which aims to put the ‘playful’ back into football after last season’s setbacks called ‘Keeping Football Fun’.
The ‘Keeping Football Fun’ campaign, created by Grey London, comprises multiple assets including TV and VOD, social films, gifs, static images, OOH and stickers. All of which were designed to remind people how fun football is by showing how Pringles can enhance the football viewing experience.
The campaign also includes dynamic creative content in the form of animated gifs which were shot during the production of the social films and which will be optimised with a variety of copy and served at an array of trigger moments during the championship once it gets underway.
The campaign, which spans 24 European markets, sees the Kellogg-owned snack sets out to spread its playful brand spirit with content that aims to remind people of the energy and feeling of games – even when watching from home due to Covid-19 restrictions – and urges them to make Pringles part of the matchday experience.
The creative features a football team having fun – with Pringles: the content sees players making unexpected use of the snack and its packaging as they train and prepare for their matches. For example, one shows a team lined up ready to start a match, but instead of focusing on the game the players turn to see one member of the team being playful with his Pringles.
Working with Grey, Presto (Dentsu’s in-house Dynamic Creative) developed a bespoke template to scale the creative and bring the brand to life by responding intelligently to real-time data signals across seven markets.
Kellogg, Carat, Grey and Presto collaboratively identified audience, time of day/day of week, and live sports signals as the key data triggers to be truly relevant to the Pringles audience and connect in a new way. Based on these real-time triggers, the template will dynamically populate Grey’s fun relevant copy matched with lively GIFs to ensure the creative served at that key moment in time is tailored to the individual.
Rui Frias, European senior brand manager at Pringles, said: “We’re really excited for the summer of football and to elevate the experience with our exciting assets and of course, with some Pringles too,” said Pringles European Brand Manager Rui Frais. “Not only are our assets impactful and fun, but they will also target people at the right time with the right message. We can’t wait to see the reaction from our fans as they cheer on their teams.”
Grey CCO UK Laura Jordan Bambach added: “As we were all disappointed by 2020, it’s good to get the football season back and to be reminded of the importance of the game and how fun it is to watch, even if the conditions are not the same.”
The campaign was created for Pringles’ marketing team which included Marketing Managers Stephanie Thys and Aisling O’Hara, Senior Brand Manager Rui Frias, Marketing Operations Manager Fergus Brady, Senior Marketing Operations Executive Tony Colleran, Senior Digital Manager Roisin Devine, Digital Marketing Specialist Stephen Mcsweeney, Media Specialist Louise Murphy and PR & Communications Manager Seamus Clancy.
The creative agency was Grey London where the team was led by President & Chief Creative Officer Laura Jordan Bambach, with Creatives Gavin Kellet and David Hillyard, Strategic Planners Lee Barber and Gil Caldwell-Dunn, Business Lead Agi Varanyi, Business Director Tamsine Foggin, Account Director Becky Devereux Pile, Account Manager Alice Ashwell, Producers Michelle Kasper and Stacey Kell, Agency Assistant Producers Roberta Fox and India Smith, plus Designers Tyrone Zall and Adam Carter.
Media was handled by Carat with Client Director James Morgan and Digital Planning Manager Isabella Elesinnla, with Presto Senior Account Manager Erica Hungerford.
Production was by Town Productions (Hogarth), with production design from Smile Productions Barcelona, Colour, sound and post production was handled by Gramercy Park Studios with Composer: Liam Conwell (Town Productions).
Comment:
Part of the brand’s innovative digital strategy is based on the insight that consumers are always looking for rewarding and enjoyable opportunities to create, test and learn. The brand’s marketing team believes that contemporary football culture is just as much about reactions as it is watching. So, beyond putting out traditional ads, Pringles focuses on real-time reactionary content that reacts to what is happening in-game as it happens.
This pan-European marketing push ran in parallel with a French football-themed campaign called ‘Proud To Be Fun’ which included spots titled ‘Supporters’, ‘Chevres /Goats’ and ‘La Fanfare / Fanfare’.
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