Snack brand buys Super Bowl ad
A snack brand in the region plans to air its first-ever Super Bowl ad.
Battle Creek-based Kellogg Company said last month it will advertise Pringles during Super Bowl LII on Feb. 4.
The ad will focus on “flavor stacking.” Each stack is made with a variety of Pringles flavors, such as cheddar cheese and sour cream and onion and jalapeño chips, combined to make the “Hot Tamale Stack.”
The Pringles flavor stacking campaign will run through 2018.
“The Pringles Super Bowl advertisement is an opportunity to show people a fun, new way to enjoy their favorite Pringles flavors with their family and friends,” said Yuvraj Arora, SVP of marketing for Kellogg’s U.S. Snacks division.
“Whether there are four people at home or 30 people at your party, this idea’s ‘Now why didn't I think of that?’ spirit brings a whole new way to snack during the big game this year.”
Kellogg Company said Super Bowl weekend is a historically strong weekend for the Pringles brand, with in-store dollar and unit sales above normal levels. Last year’s Super Bowl weekend was the fourth-highest weekend in sales for the brand, “falling just behind” the Fourth of July and Memorial Day.
The Pringles “flavor stacking” spot was created by the New York-based advertising firm Grey Group.
Full details of the advertisement and its supporting social media initiatives have not yet been disclosed.
Kellogg said sneak peeks will be released soon.
Founded in 1906, Kellogg Company had 2016 sales of $13 billion and offers more than 1,600 foods, including cereals, crackers, savory snacks and frozen foods.