Undernews is the online report of the Progressive Review, edited by Sam Smith, who has covered Washington during all or part of one quarter of America's presidencies and edited alternative journals since 1964. The Review has been on the web since 1995. See main page for full contents

May 27, 2009


Biz Community - Fore Good and The Harding Group have announced their first activation for Pringles following the announcement that rocter & Gamble's leading snack brand will be sold and marketed in South Africa by the local FMCG group. The new campaign was developed from a total tactile perspective reinforcing the brand's unique value proposition. Jason Frichol, chief brand activist for the Fore Good Group says: "The strategy involved two critical tiers. The first was to educate and excite our sales and merchandising force. The second is to cultivate world class in-store gold standard execution and one-on-one engagement with consumers."�. . .

Studies show that 85% of snack purchase decisions are made in store with 70% of the sales taking place from off-shelf displays due to the impulsive nature of the category. A cornerstone of the campaign is to create multiple points of interruption throughout the stores. A full arsenal of point-of-sale collateral was developed for the team to target stores based on format and shopper profiles.

The final leg of the campaign is a national experiential wet demo campaign where consumers can enjoy the Pringles experience with promoters also offering discount coupons to encourage consumers to sample the product.

Annals of Improbable Research - This is (so far as we are aware) the first public mention of the concept of "total tactile perspective"�, technical specifications for which yet to be released. A Fore Group press release [also] directed us to the South African Pringles web site, which greets visitors with a mysterious message about a Pringles-related or Pringles-infused "trip of a lifetime"�. The message reads:

"Pringles would like to apologise for a printing error which has seen a competition communicated in some magazines to 'win a trip of a lifetime with Pringles'. This was an unfortunate error, and Pringles regrets any confusion caused."

What is a "trip of a lifetime with Pringles?" Was this going to be (1) a trip of "a lifetime with Pringles"
� or (2) a "trip of a lifetime," with Pringles? If the latter, then were the Pringles meant to be companions or comestibles?

Tax News - HM Revenue and Customs has won a legal battle with Proctor and Gamble over the liability for value-added tax purposes of its 'Pringles' potato chips.

The Court of Appeal has ruled that Pringles are, in fact, a potato-based snack despite the fact that they are only 42% potato, and are therefore liable for VAT at the standard rate, currently 15%.

Procter and Gamble had attempted to prove in a long-standing battle that their crisps should be allowed VAT-exemption - due to the fact that they are really more dough than potato.

The argument was based around the fact that Pringles had been placed within the category of "potato crisps, potato sticks, potato puffs and similar products made from the potato, or from potato flour, or from potato starch,"
� by a VAT and Duties Tribunal in 2007.

This ruling was overturned by the High Court last year when the presiding judge, Mr Justice Warren, argued that to attract VAT the product must be wholly, or substantially wholly, made from potato. However, ruling in the Court of Appeal, Lord Justice Jacob upheld the Tribunal's decision, stating that there "is more than enough potato content"
� in Pringles "for it to be a reasonable view that it is made from potato."


Anonymous Anonymous said...

Advertising will not transform a poor product into a tasty nutricious one.

May 28, 2009 9:42 AM  

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