Pringles®, Nutrabolt, Mars Wrigley, KFC … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
Pringles®
Pringles released its fifth consecutive spot at last night’s Super Bow, breaking its silence on a real fan phenomenon. This year’s ad shows the length fans will go to enjoy their favorite salty snack, tapping into the unexpectedly fun consequences that only come with munching on Pringles crisps. “Pringles Stuck In” celebrates the life-long journey of one devoted Pringles fan, opening with the fan reaching for the last crisp in the can and getting “stuck in” as a result. The spot goes on to showcase a day-in-the-life look of key milestone moments in kaleidoscopic fashion – from a first date to raising children – all celebrated while enduring the unexpected and hilarious consequences of the unique Pringles snacking experience. Ultimately, the torch of encountering this “worth it” risk is passed onto the next Pringles lover. The :30 spot – brought to life by the Grey Group and supported by the Captura Group to ensure representation of Pringles’ diverse consumer base through casting – aired at the end of the third quarter and was broadcast on Telemundo in Spanish-language . “Pringles Stuck In” will be supported by a fully integrated campaign including PR, digital and social media. Instagrammers and TikTokers alike will see notable brand fans sharing their comedic takes on getting “stuck in” with Pringles including Award-winning actress, producer, musical artist and TV personality Keke Palmer, professional football wide receiver Byron Pringle and trending TikTok creators. The campaign will also be supported with yearlong TV and online media buys targeted to U.S. Hispanic audiences. Note:
Note: Pringles did produce a spot for a Spanish-language audience, unlike other advertisers who broadcast the English spot on Telemundo as in NBC.
Anheuser Busch
AB InBev has expanded its partnership with 3PM/Weber Shandwick. AB InBev has named 3PM/Weber Shandwick, the agency’s dedicated AB InBev and Anheuser-Busch team, its global corporate reputation agency of record following a competitive review. In this new role, 3PM will partner with the ABI global communications team to further the brewer’s focus on reputation and building the corporate brand. The new remit expands 3PM’s existing relationship with the brewer, which already included corporate communications, social impact and risk mitigation.
KFC
KFC has appointed MullenLowe as its U.S creative AOR following a review that began in September. The Boston-based advertising and marketing firm will become the chicken chain’s strategic and creative lead agency of record effective immediately. MullenLowe joins an integrated agency team that includes Spark Foundry, which focuses on media planning and buying, PR firm Edelman, the digital firm Basic and the multicultural creative firm Nimbus.
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Mars Inc.
Mars Inc. has retained GroupM’s MediaCom as its global media agency across its Mars Wrigley, Mars Petcare and Mars Food segments. This new global partnership, which began in January 2022, will run until the end of 2025. The reappointment follows a thorough media review throughout 2021, a critical element of Mars’ new vision for marketing called “Building Brands for Mutual Value.” This strategic platform includes transforming its approach to consumer engagement, data insight, digital marketing, and brand purpose.
Virgin Voyages
Adults-only and relaxed luxury cruise brand Virgin Voyages has named two Omnicom agencies to lead its media-related marketing efforts across the UK and North America, Mediapost reports. OMG has been named to cover the North America assignment, while Hearts & Science will handle the UK one. Media efforts will focus on a multiscreen touchpoint strategy with TV, performance and digital, including pay-per-click, organic and paid social and digital display.
Klarna
Havas Media Group North America will manage Klarna Bank AB´s, commonly referred to as Klarna, media business, Adweek has reported. Klarna, the Swedish buy now, pay later (BNPL) company, has increased its marketing activities in the U.S., particularly with the pandemic. The company was founded in 2005 and launched its consumer-facing app in the U.S. in 2019.
Nutrabolt
Nutrabolt, a global leader in active nutrition and better-for-you performance beverages, has partnered with Mars Wrigley to launch a Skittles-inspired energy drink in the US, as part of its C4 Energy range. The C4 Energy® mission of maximizing human performance, combined with the SKITTLES® brand ethos of disrupting the predictable, brings fans a mouth-watering new way to free themselves from the ordinary through peak physical expression.m This marks Nutrabolt’s second collaboration with Mars Wrigley, following the launch of several Starburst-flavoured drinks.C4 Energy beverages are made with no artificial colours or dyes, and contain zero sugar or carbs.The drinks feature a blend of functional ingredients, including CarnoSyn beta-alanine, an amino acid “to support muscular endurance”; and BetaPower, a purified form of anhydrous betaine “to help maintain cellular hydration”.The new Skittles flavour comes in a 16oz can and can be found at retailers including H-E-B, Albertsons, Safeway, Publix, Kroger and 7-Eleven, as well as online and at gyms across the US.
