Pringles – Creating Excitement with High-Value Prize Promotions

Case Studies Consumer Goods Food & Beverages
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Client Background: Pringles, a well-known global brand in the snack food industry, has a strong presence in the Indian market. Known for its unique packaging and wide variety of flavors, Pringles is a favorite among snack lovers. However, in a market flooded with snack options, Pringles needed to innovate its promotional strategies to capture consumer attention and drive sales.

Industry Challenges: The snack food industry in India is highly competitive, with numerous brands offering similar products at various price points. Consumers often make impulsive purchase decisions based on promotional offers, making it essential for brands to create memorable and attractive promotions. Additionally, the market is characterized by frequent product launches, requiring brands to continuously engage with consumers to maintain market share.

Objective: Pringles aimed to boost sales of its newly launched variants across select modern trade stores. The objective was to create a sales promotion that would not only attract consumers but also create a buzz around the brand, encouraging repeat purchases.

Our Solution: RewardPort conceptualized a “Scratch and Win” campaign for Pringles, where customers purchasing any can of Pringles had the chance to win a Royal Enfield Classic 350 CC motorcycle. This high-value prize was chosen to generate excitement and create a strong incentive for consumers to participate in the promotion. Additionally, smaller rewards such as movie and coffee vouchers were included to ensure that every participant felt like a winner.

Basis: The decision to offer a Royal Enfield motorcycle as the grand prize was based on its strong appeal among Pringles’ target audience. The motorcycle symbolizes adventure and freedom, qualities that align well with Pringles’ brand image of fun and exploration. The inclusion of smaller, instantly redeemable rewards ensured that the promotion had broad appeal, catering to different consumer segments.

Results: The promotion generated significant excitement and increased sales of Pringles’ new variants. The chance to win a Royal Enfield motorcycle attracted a large number of participants, while the smaller rewards kept consumers engaged and motivated to purchase. The campaign successfully enhanced brand visibility and reinforced Pringles’ position as a leading snack brand in the Indian market.

Abbott India Ltd

Challenge: Managing end-to-end incentive program for distributors efficiently.

Solution:

  1. RewardPort registered addresses and email ids of all distributors by getting a form filled with their company seal & signature and digitizing it
  2. Created reward catalogue for 5 slabs with 4 gift options in each slab category
  3. Deployed an account manager and operations resource for timely MIS & escalation management
  4. Created a full-proof reward delivery system eliminating pilferage of gifts and theft/misuse by parties
  5. Created periodic schemes for retailers- free recharge on billing of Digene products

Program mechanics: We receive a data file from Abbott team with address and gift option details of the qualified distributors every month. Tangible gifts are dispatched directly on the addresses and e-vouchers are emailed on their registered email id.