Pringles unveils Euro 2004 'dream team' activity

by Mark Sweney, Marketing 28-Apr-04

Pringles is to assemble a 'dream team' of worldwide football superstars as part of a multimillion-pound promotion based on this summer's Euro 2004.

The decision is likely to prove controversial with the anti-obesity lobby following ongoing criticism of Walkers for its use of former England captain Gary Lineker in its TV advertising.

Pringles, which is not an official sponsor of the tournament, has brought together 12 leading footballers, including Manchester United's Ruud van Nistelrooy, Marseille's Fabien Barthez and Everton's Wayne Rooney, to star in a pan-European TV campaign to give 12 consumers the chance to meet one of the players.

The activity, tailored to each country, will capitalise on interest in the European championships in June and July.

It will include television ads created by Grey Worldwide and on-pack and in-store promotional material developed by FPP.

Pringles, which was the official snack of Euro 2000, hosted by Holland and Belgium, will use the promotion to position itself as the most popular snack while watching Euro 2004 matches.

The packs will appear in shops from the beginning of next month and will be available in 13 European countries.