WIN $10,000!
Pringles WHAT'S THE
WHAT'S
THE
FLAVOUR?
FLAVOUR?
GUESS TO
WIN $10,000!
As can be seen, the packaging is black-and-white, giving no particular clue to the
flavor inside. Mr Pringle on the logo looks puzzled. And the caption at the top of the
packaging reads "what's the flavor? Guess to win $10,000.
Therefore, it has been designed as a competition-based sales promotion.
STUDENT QUESTIONS
1. Do you think that this campaign be likely to increase short-term sales?
2. Why would a consumer buy a product where they did not know whether
they liked the flavor?
3. Why would the brand associate with the letters WTF, given this can also have
a negative connotation?
4. Why would the brand run this sales promotion, rather than just introducing
the new flavor straight to the marketplace?
5. Could this campaign help increase brand engagement overall?
6. Other than short-term sales, what other marketing goals could this campaign
have for the brand?