Account Executives from GREY Advertising sought out Brent Stafford and Michael Malone to create an innovative branded entertainment opportunity to build targeted exposure and drive sales for the Pringles brand. Mr. Stafford, renowned for his knowledge of the television and videogame industries, knew that Pringles was the “chip of choice” for young adult video gamers and he began searching for a TV programming opportunity to exploit this consumer insight.
In July 2002, working directly with Procter & Gamble, Stafford & Malone built a multi-dimensional, multi-million dollar, multi-year marketing partnership between Pringles and G4 – TV 4 Gamers. The deal was category exclusive and further built Pringles as the gamer’s chip of choice.
On Pack | In-store
- 140 million cans of Pringles included G4 branding and messaging on the “membrane” – the flavor seal at the top of the can
- 6 million club packs of Pringles carried full G4 messaging including tune-in. Total G4 impressions = 22 million. The Club Pack was a new P&G priority and was sold in food wholesalers and warehouses across the U.S.
Pringles | G4 Websites
Cheat! Pringles Gamers Guide section on the Pringles and G4 websites focused on extending the Pringles brand, getting sign-ups for the “Pringles Power-Ups” newsletter and to deliver exclusive Cheat! content and branded video games.
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Pringles® is a registered trademark of The Procter & Gamble Company.
Project executed under a consulting contract between Shaky Egg Communications Inc. and GREY Alliance.