Pringles, one of the world’s leading snacked potato crisps, has reported an unprecedented sales growth of over 39 percent over regular monthly sales, attributing the positive growth to the overwhelming popularity of the just-concluded 2006 FIFA World Cup.
The overwhelming regional interest in the world’s highly anticipated football tournament drove demand for Pringles, as consumers explored nibble-to-go alternatives during the 30-day high-action sporting event. Pringles’ top markets in the Gulf recorded a 39 per cent increase in sales.
“During this season, consumers are always looking for tasty yet filling bite-sized products,” explained Ahmed Linjawy, Associate Director, External Relations, Pringles Arabian Peninsula. “Sales were especially strong with Pringles flavors such as Barbecue, Ketchup, Original, Sour Cream & Onion and Hot & Spicy.”
The World Cup season also saw Pringles consolidating consumer association with the brand by launching its innovative “Dream Team Weekend” contest. The promotion was launched in early June and saw an overwhelming response from the region’s consumers.
The “Dream Team Weekend” on-pack promotion offers one lucky football enthusiast the lifetime opportunity to visit London where he can meet and play with the Pringles Dream Team, who include some of the world’s most popular football players such as Roberto Carlos, Francesco Totti, Steven Gerrard, Hege Risse, Jose Antonio Reyes, Roy Keane and Gerald Asamoah.
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According to the rules of the contest, participants need to enter the special code on the pack of the Pringles can on the website (www.pringlesfootball.com). Once they enter the code, participants get an instant notification about whether they qualify as winners. The contest runs till July 31st, 2006.
“The Dream Team campaign has been developed as an innovative campaign to delight and excite our consumers in the Gulf, especially as they look forward to meet their favorite football star,” explained Linjawy. “We are glad to see the encouraging response and are confident that imaginative concepts such as these will always be welcomed in the region.”
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