Thirty-second spots, created by Grey, N.Y., are running on network and cable as well as online and in print--mostly women's magazines, says a P&G spokeswoman Jen Becker.
Pringles Select are P&G's first foray into the premium chip market. With the tag line, "Pleasure. Every Single Pringle," "Pringles are moving beyond the can," she says. "It's a mega brand that is all about fun and great taste."
Pringles Select are shaped differently than traditional canned Pringles, which are saddle-shaped and stacked in tubular cans. "We wanted a unique packaging that communicated the premium qualities of the product," which Becker calls "gourmet indulgent" and "adult focused."
Minis are P&G's portion-control version of Pringles. They come in 5- and 16-count variety packs and contain 120 calories per bag.
The company also is running a "Jingles for Pringles" contest whose winner will get a VIP trip for two to the "American Idol" finale. Participants write an original jingle, make a video and upload it to jinglesforpringles.com. A dozen finalists will win a digital video camera.
Last Friday, the most-watched video had gotten more than 27,500 views.
According to Nielsen Monitor-Plus, P&G spent $33.7 million on advertising for Pringles in 2006--up from $31 million the year before.