Pringles

This area explores the numerous partnerships and promotions created for the Pringles brand (P&G) by Brent Stafford & Michael Malone

While under a consulting contract with Alliance (New York), Shaky Egg pitched and secured Pringles as a multi-year retained account. Over the next several years Shaky built and executed over 11 national promotions and partnerships for Pringles in the U.S., Canada and Western Europe. Shaky executed numerous retail customizations working directly with P&G sales executives at Wal*Mart, Safeway, Albertsons, Toys ‘R’ Us and U.K. retailers ASDA and Sainsbury. Shaky also built and executed an innovative multi-year cable television partnership with G4 TV and represented Pringles in Bentonville, Arkansas at Wal*Mart.

Below is a list of services provided to Pringles:

• Create and develop partnership and promotion strategy
• Identify tier-one partners
• Create promotion (copy, mechanisms, prizing, retail customizations)
• Negotiate terms and deliverables w/partner
• Write joint promotion contracts (in consult with P&G legal)
• Manage daily execution (assets, approvals, partner relationship)
• Liaison brand agency partners with promotion partners
• Account management

Please explore the Pringles case studies listed to the left.

Pringles^® is a registered trademark of The Procter & Gamble Company.