Pringles announced as sponsor of Channel 5 movies in deal by Carat
Pringles has been announced as the sponsor of peak movies on Channel 5, 5* and 5USA until the end of December, as part of a deal negotiated by Carat Sponsorship.
The activity will include an online reskin and logo accreditation across Channel 5 digital pages, as part of the deal which aims to raise awareness and trial of the lesser known flavours of Pringles: Cheese & Onion, Prawn Cocktail, Thai Sweet Chilli, Smokey Bacon, Salt & Pepper and Paprika.
Amanda Burningham, associate director of Carat Sponsorship, said: “The collaboration centres around a strategic approach, designed to deliver maximum impact and business value for Pringles. Pringles is a much-loved brand that we are really excited to be working with and the Movie association with N&S allows us to dial up the playfully original brand character in an entertaining way.”
Print and digital activity – including advertorial in OK! in addition to an in-show movie competition - for the three-month deal has all been produced in-house by Channel 5 creative.
Agostino Di Falco, Channel 5 partnerships director, said: “Watching a movie is a fantastic snacking opportunity. It’s great that Pringles and Carat recognise this insight and will be developing a proposition with us around the N&S portfolio.”
Fiachra Moloney, marketing manager for Pringles UK & Ireland at Kellogg’s added: "We wanted to find a medium where consumers would be receptive to our flavour message. Sponsorship of movies is not only relevant as a snacking occasion for all the family but it provided us with rich territory to talk about the different Pringles flavours."
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