Pringles is putting its “Can Creator” Web site to use again, this time in support of Olympic Team USA.
The site is where visitors will find the Pringles Pop Art Can Creator to customize their own Pringles’ cans with Team USA designs. For every can creation approved by April 25, Pringles will donate 50 cents to the U.S. Olympic Committee, up to $40,000.
The athletes have stepped in to kick off the promotion by submitting their own can creations in a pre-Games challenge. The athletes’ winning entries will be posted this month, along with the winners’ photos and biographies.
In Vancouver, the brand has set up an event, called The P&G Family Home Pringles Snack Lounge, where Team USA Olympians and their families can stop in for a Pringles snack or make their own can creations.
The designs can be virally shared with friends to encourage more donations to the Team. They can also be printed out and wrapped around cans.
To advertise the site, Pringles is sending e-mails to its database, using PR and offering special coupons—”Help Team USA pop to the top! —get $0.50 off any 4 cans.” Additional efforts in the overall support of Team USA include commemorative Team USA cans (Original, Sour Cream & Onion and Cheese flavors) with merchandizing events at participating food, drug and dollar retailers.
Pringles launched the site in October 2008 to conduct cause-related promotions. In the first effort, a holiday promotion in 2008, for every Pringles can creation submitted by June 2009, Pringles made a $1 donation to Children’s Miracle Network up to $20,000.
As part of the registration process, people are asked to opt into periodic e-mail communications from Pringles so it can alert consumers to upcoming promotions and new product launches.
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