Sprite and Pringles Hot Have Teamed Up for a New Campaign
Michael Hemsworth — July 4, 2024 — Lifestyle
References: pringles & talkingretail
Sprite and Pringles Hot are showing off a new cross-category POS campaign for the convenience store channel in the UK to encourage shoppers to pick up a serving of both when a snack craving hits. The campaign will see Pringles Hot snacks promoted alongside Sprite sodas as the perfect pairing for shoppers to pick up this summer. The campaign focuses on the spicy Pringles Hot snack chips alongside the cooling Sprite drinks, which will catch the attention of shoppers thanks to the duality of the marketing materials.
Convenience Environment Lead at CCEP GB Kate Abbotson spoke on the Sprite and Pringles Hot campaign saying, "Recent research has shown that activating occasion-led messaging at point of purchase where food and drink are merchandised together can double shopper engagement and increase sales by up to 32%, so we’d encourage convenience retailers to get activating in-store and appeal to shoppers who want spicy food and a refreshing soft drink.”
Convenience Environment Lead at CCEP GB Kate Abbotson spoke on the Sprite and Pringles Hot campaign saying, "Recent research has shown that activating occasion-led messaging at point of purchase where food and drink are merchandised together can double shopper engagement and increase sales by up to 32%, so we’d encourage convenience retailers to get activating in-store and appeal to shoppers who want spicy food and a refreshing soft drink.”
Trend Themes
1. Cross-category Marketing - Pairing products from different categories in marketing campaigns creates a synergistic demand and enhances consumer engagement.
2. Occasion-led Messaging - Focusing marketing efforts on specific consumption occasions significantly boosts shopper interaction and drives sales growth.
3. Duality-themed Promotions - Highlighting the complementary nature of products in promotions can attract attention and increase the likelihood of combined purchases.
Industry Implications
1. Convenience Retail - The convenience retail industry can benefit from integrated food and beverage promotions to drive impulse sales.
2. Snacks and Beverages - The snack and beverage sectors can leverage cross-promotional opportunities to enhance customer appeal and boost product visibility.
3. Point-of-sale Marketing - Effective point-of-sale marketing techniques can transform the shopping experience and significantly increase purchase rates.
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