Procter & Gamble has partnered with Hasbro, Inc. to print Trivial Pursuit Junior questions on its Pringles crisps this summer.
The crisps will be imprinted with any number of the games’ 1,200 multiple choice questions filled with fun and facts. The answers will be printed upside down.
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| This summer kids can play trivia with their crisps |
“We invented this category so we’re always looking for ways to grow the category and give consumers something new and exciting,” said Pringles spokesperson Jenny Becker. “This is a new way to enjoy Pringles.”
A new technology, along with food coloring will be used to print the questions on the crisps.
The quiz-filled chips will hit stores just in time for a back-to-school promotion. The marketing plan is in the works and will include TV, print and in-store materials among other elements, Becker said.
Pringles is a $1 billion brand, introduced in 1971 and sold in more than 140 countries. Becker said plans for now call for a U.S. launch.
Pringles may also be attempting to stave off competitors like Frito-Lay’s Stax crisps, introduced last September.
In March, P&G asked rival Frito-Lay to pull TV and print advertising that said consumers prefer Frito’s Stax crisps to its Pringles. Plano, TX-based Frito-Lay launched Stax to compete with Pringles and continues to run competitive ads, a Frito-Lay spokesperson said.
As of December 28, Pringles ranked fourth in the potato chip category with $234.4 million in sales, compared to Lay’s Stax at $20.6 million, according to Information Resources, Inc.
In other news, P&G is running a multi-brand contest tied to Survivor: All-Stars, offering a chance to be on the reality TV show.
The Are You the Next Survivor? Challenge is a watch-and-win contest for 21 brands, including Charmin, Crest, Pampers, Tide and Zest. Consumers answer two questions about the April 8 and April 15 episodes of Survivor: All-Stars, and write a 50-word essay on which contestant has the best strategy to win. Entrants send that in with three proofs of purchase from participating brands. P&G’s April 4 brandSAVER FSI and Brandsaver.com carry entry forms.
All entrants get a Survivor Highlights DVD. Five grand-prize winners fly to Los Angeles for an interview with Survivor producers, who may choose one to appear on Survivor 10.
Ten first-place winners get a year’s supply of P&G products and Survivor gear. The campaign runs through April.
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