• Brandweek, Tuesday, April 29, 2008 9:17 AM

A new TV spot starring a pair of animated stick figures -- Mr. Pringles and a female partner -- promotes Pringles Stix cracker sticks, the line's first baked product. It comes in four flavors -- crunchy wheat, vanilla, honey butter and pizza -- and is now available nationwide.

The figures dance in a disco to Earth Wind and Fire music. "Oh yeah, now those moves are really delicious," says a deep voiceover. "They'll have you snacking to a whole new beat."

Rob Baiocco, deputy chief creative director at Grey, says the challenge for the creative team was creating an ad that instantly conveyed the Pringles brand even though the new product is shaped differently and is packaged in a square box rather than the cylindrical container consumers are accustomed to. "Everything other than the stick itself screams Pringles," he says.

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