Release Date

NFL Preseason 2015

Jeremy Trujillo

JTruji87@bruinmail.slcc.edu
HEADLINE:
Pringles, More Than a Chip?
INTRO:
They are getting innovative with our containers. Being that the containers are not
recyclable, they are marketing ways to reuse the containers. They want to play a
large role in the idea of reusing when recycling isnt an option. They believe this is
also a major step in environmental awareness. You can easily say, Why not make
recyclable containers? Well they see an opportunity to market this idea and it can
be an instant trend not only locally or nationally but globally.
BODY:
They plan on donating containers to selected education facilities all over the world
to help get the idea started. Schools can utilize Pringles containers for art and
simple science projects. That is just the beginning of what they are trying to get
across for the public good and a small part of what they have in mind. Pringles
containers can be utilized in many other creative ways. They want to give everyone
opportunities to utilize their creativity and be a part of this trend that is
forthcoming.
CLOSING:
They are More Than a Chip. They see opportunity to Pringle (Pay) It Forward
and they are taking that opportunity to do so. Creativity is limitless and thats what
will make this so intriguing as simple as it sounds.
Whats great about them going this path is that they are already a large global
entity. They have the ability to affect a mass amount of people from a different
environmental awareness perspective.
This is a different strategy on a huge scale that could go viral in a
short amount of time. Dont pass this environmental awareness
opportunity up that could be global.

JEREMY TRUJILLO
JTruji87@bruinmail.sl
cc.edu

###

Pringles Ad Campaign
Proposal

JEREMY TRUJILLO
Creative Campaign Transitioning
11/25/2014

PRINGL
ES

PAGE
2

Table of Contents

Executive Summary

Page 3

Executive Summary cont.

Page 4

Objectives

Page 5

Storyboard

Page 6

Pringles Challenge

Page 7

Schedule

Page 8

Advertising Costs

Page 9

Advertising Costs cont.

Page 10

Agreement

Executive Summary
Management: Jeremy
Trujillo Product: Pringles
Main Focuses from SWOT Analysis
Strength: Globally known
Weakness: Main selling chip
container is nonrecyclable
Opportunity: Start a reuse trend
Threat: Environmental risk
Requested Budget: $21 million which is 1.5% of the $1.4 billion of
annual revenue. Proposal: Pringles is a globally known product
with a huge target market base. My
goal in this 6 month campaign is to showcase Pringles ability to
be More than a chip. This can be done by marketing on a global
scale the idea of reusing when recycling is not an option. It is a
simple innovative and social responsible campaign that targets
the recycling community as well as money saving minded
consumers. This campaign will not only keep current consumers
but likely add another market of consumers as well within the
recycling communities all over the globe.
Advertisements: Television advertising is budgeted for 15 second
commercials at
60% of the cost of 30 second commercials. This has proven to
have an 83% effectiveness on consumers because it requires
less of an attention span. It also creates more budget space for
other avenues of advertising.
Projected Return on Investment: An average executed
campaign is statistically proven to generate 200% of a return
just off television advertising. A well done television campaign
is projected from 400%500% ROI. I project a ROI of at least
250%400% if not higher for this campaign for how the small amount of
revenue
will be utilized. I am also leaving at least 1.5%4.5% of the
traditional 3%6% of annual revenue that is normally utilized

for marketing budgets to be able to advertise in regular

methods.

Executive Summary
cont.

International & National Consumers: We suggest a challenge event

through YouTube and social media to target the Pringles
international communities. We would like to have Pringles
containers donated to randomly selected school art and science
programs all over the world. The Ice Bucket Challenge increased
donators by 2.1 million and raised an extra $93 million by
utilizing the challenge idea where consumers can be interactive
and creative.
Challenge Return on Investment: Utilizing the ROI on the Ice
Bucket Challenge this promotion will have a positive return not
only on ROI but social responsibility through that environmental
awareness twist. We project a minimum 300% ROI because of
the low costs of the promotion added with the 60 day
redeemable coupon. This will be a global event which the Ice
Bucket Challenge was only national.
Target Market: Environmentalists
Families of 3 or more
Income $26,000$50,000
Middle Class
Recyclers 1849
Schools K12

Objectives
Pringles containers are utilized in a lot of
creative
ways in todays economic struggles. Can be used from
simple dry storage containers to flower vases, and
school craft and science projects. The campaign will
achieve the objectives to get the idea of re using across
around the globe.
Create environmental awareness from a
business perspective through TV, YouTube,
Facebook, and Twitter.
Build a relationship with the community
through consumer interactions.
Get the community involved and interact through
Pringles contest and creative challenges.
Recruit recycling markets both consumers and
businesses by executing objectives flawlessly.
This campaign is design to tell a story from beginning to
end and express the importance of environmental
awareness in todays economy.

Halloween Theme
Dad & son,
getting nails out
of Pringles
container

Pringles
Storyboar
d Jeremy
Trujillo

Xmas Theme

Daughter kaleidoscope
Pringles next to her
with

Mom gift wrap

Pringles on a plate

Family with
Pringlescrafts in
background and
Pringles can on
tables

Son puts money in

Julius Pringles
Piggy Bank. Intro Julius

PRINGL
ES

PAGE
7

Pringles Challenge

The Pringles Challenge will begin on the 4th month of the

6 month campaign. The tool to start the challenge
campaign will be the daily main page YouTube ads. The
primary media for this will be social media through
Twitter and FB which are included in the costs page. This
challenge will be the vice to bring the customer
interaction with Pringles to reality. Pringles will donate
new empty Pringle containers to schools all over the
world to start a consumer interaction base.
The daily Youtube ads will be Pringles employees
showcasing their creative ideas then challenging
consumers. Have the video submission info on the ad for
the newly created social media sites on Facebook and
Twitter.
All submissions will receive an electronic coupon for a redeemable
Pringles flavor to be redeemable before challenge officially ends
within
60 days.
The motto for the challenge will be More Than A Chip.

PRINGL
ES

PAGE
7

EVENT SCHEDULE PLANNER 2015 - 2016

PROJECT/EVENT

PRINGLES AD CAMPAIGN PROPOSAL

ORGANIZER

JEREMY TRUJILLO

PROJECT PHASE

STARTING

ENDING

PROJECT PHASE

STARTIN G

ENDIN G

SUNDAY NIGHT FOOTBALL

9.13.2015

12.27.2015

MARVELS AGENTS OF SHIELD

9.22.2015

5.10.2016

MONDAY NIGHT FOOTBALL

9.14.2015

12.21.2015

YOUTUBE ADS

9.1.2015

2.29.2016

THURSDAY NIGHT FOOTBALL

9.10.2015

12.24.2015

PRINGLES CHALLENGE

1.1.2016

2.29.2016

COLLEGE FOOTBALL

8.29.2015

12.26.2015

[Select Date]

[Select Date]

BIG BANG THEORY

9.22.2015

5.16.2016

[Select Date]

[Select Date]

WALKING DEAD

10.25.2015

3.13.2016

[Select Date]

[Select Date]

[Select Date]

[Select Date]

[Select Date]

[Select Date]

SEPTEMBER
S

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OCTOBER
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PRINGL
ES

PAGE
12

Advertising Costs
TV Commercials: 15 Seconds
Thursday Night NFL
Sunday Night NFL
Monday Night NFL
Big Bang Theory (Mondays)
Marvels Agents of Shield
(Tues)
College Football (Saturdays)
The Walking Dead (Sundays)
Production Costs on TV

$300,000 X 8
$356,216.40 X
10
$240,000
X8
$190,147.20 X
12
$90,783 X 12
$66,040.80 X
36
$240,000
X 11
$2000 X 7
TOTAL

Create 3D Julius Pringle Character

Development plus 1 minute clip
Agency Commission Fee
15% includes only TV commercial costs

$2,400,000
$3,562,164
$1,920,000
$2,281,766.
40
$1,089,396
$2,161,468.
80
$2,640,000
$14,000
= $16,068,795.20

$3500 $3500

$2,410,019.28

Advertising Costs cont.

Pringles Challenge: Commercial Ads

Production Costs
$500 X 2

$1000

Container Donations: School

Containers (100) to 200 schools
$20,000
YouTube Main Page: Per Day
Main page advertisement

$1.00 X 30 X 200

$300,000 X 10

Twitter/Facebook: Create & Manage Per Month

Twitter/Facebook (Bundle price)
Twitter
$7000 X 2
Facebook
$5000 X 2
Create 3D Julius Pringle Character
Creative Fee
$2500
3D development plus 1 minute clip

$3,000,000

$9000 X 2 $18,000
$14,000
$10,000

$2500
$3500 $3500
Total = $3,027,000

Agency Commission Fee

15% commission fee

$454,050