Pringles Announces American Idol Sponsorship  2/27/07

Pringles Hits a High Note With American Idol Partnership; Innovative Off-Air Sponsorship Encourages Consumers to Unleash their Rhythm through Marketing and Promotional Opportunities

CINCINNATI, Feb. 27 /PRNewswire-FirstCall/ -- Pringles(R), America's favorite stacked potato crisp, today announced an innovative partnership with FremantleMedia, co-producer and licensor of the hit television series, AMERICAN IDOL, in conjunction with show creator, 19 Entertainment, marking the first long-term partnership with an entertainment property in Pringles' 37- year history. As a partner for AMERICAN IDOL'S sixth season, Pringles will launch an expansive marketing campaign that will feature limited edition AMERICAN IDOL branded cans, an AMERICAN IDOL-themed 15-second TV spot running during broadcasts of the new AMERICAN IDOL season on FOX, AMERICAN IDOL Rewind and a separate national sweepstakes. Starting in February and throughout AMERICAN IDOL 6, consumers will be invited to live out their AMERICAN IDOL dreams through a series of online and in-store promotions including:

Ready, Set Jingle!

Pringles will launch the first-ever "Jingles for Pringles" contest, a nationwide search for unique expressions about Pringles. Given the rhythmic nature and musical equity of the brand, Pringles will offer consumers the chance to express their passion for Pringles by submitting videos of themselves performing a jingle that expresses their feelings about Pringles.

- Consumers will be asked to submit videos online at www.jinglesforpringles.com

- Twelve finalists will receive an AMERICAN IDOL digital recorder, with a nationwide consumer vote for the ultimate winner

- The grand prize winner will receive VIP ticket packages to the AMERICANIDOL finale show in Los Angeles; package includes hotel, transportation and an unforgettable night of excitement, ushering in the next AMERICAN IDOL

- The "Jingles for Pringles" contest has begun on February 26, 2007.

Entries will be accepted through April 8, 2007. Visitors to Pringles.com can vote from April 23, 2007 through May 4, 2007. The winner of "Jingle for Pringles" will be announced online May 7, 2007

- Consumers will be asked to submit videos online at www.jinglesforpringles.com

Attend the AMERICAN IDOL Finale

Pringles will introduce limited-edition cans (Original, BBQ, Cheese and Sour Cream & Onion) featuring AMERICAN IDOL logos and show visuals. These limited-edition cans will be on shelf through June, and will promote the Pringles AMERICAN IDOL Sweepstakes, where one lucky person will win a 4-day/3- night trip to Los Angeles for the 2007 AMERICAN IDOL finale. No Purchase Necessary. Official Rules and entry information are available at Pringles.com/us.

"Our partnership with FremantleMedia on AMERICAN IDOL marks a historical moment for the Pringles brand," said Paul Tepfenhart, Pringles Brand Manager. "AMERICAN IDOL reflects all of our brand's excitement and vitality while allowing our consumers to unleash their joy and love of Pringles."

Michele Welch, Director of Integrated Marketing, FremantleMedia Licensing Worldwide, North America, added, "AMERICAN IDOL provides the ultimate in family entertainment and we are always looking for partners that help us complete the experience. This partnership will allow our fans to engage with the show in new ways through multiple channels."

Back-to-School

After the finale, consumers can still get their AMERICAN IDOL fix for the back-to-school season, continuing this promotion. Pringles is offering families an opportunity to get a head start on the exciting school year. Starting in July, consumers can mail in receipts from specially marked 18-ct Snack Stacks to receive a free, customized AMERICAN IDOL backpack. While supplies last. Additional details will be available at Pringles.com. 

SOURCE Procter & Gamble

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