Pringles new owner puts media in review: We think creative is next
Steve’s breakdown: The featured video is on the front page of the Pringles site and looks to be the last of P&G’s marketing push. There is no doubt this media review will be followed-up by a creative review.
STOCKTON, CA: Diamond Foods, which recently acquired Pringles from Procter & Gamble, is reviewing media-buying and planning duties across its global portfolio of snacks, according to several industry executives.
The San Francisco-based packaged goods company’s budget is said to be between $80 million and $100 million, the majority of which is expected to go to Pringles. Other brands in the Diamond portfolio include Diamond almonds and walnuts, Emerald nuts, Pop Secret, and Kettle Chips, which recently launched its first-ever national TV campaign.
Diamond Foods did not immediately respond to a request for comment about the pitch. But Ad Age has learned that Interpublic Group of Cos’ Initiative, WPP’s MediaCom and Publicis Groupe’s MediaVest — the media incumbent on Pringles — are among four shops participating in the review.
At the time of the Pringles acquisition in April, Ad Age reported that Pringles’ agencies were WPP’s Grey Global Group, New York for creative, sibling MediaCom handling communications planning and Possible Worldwide handling digital. MediaVest, which referred calls to the client, stands to lose its Pringles account or win the entire portfolio.
Interpublic-owned Deutsch, Los Angeles won Diamond Foods’ joint creative and media account late last year, prior to the Pringles acquisition this spring. It’s not immediately clear whether or not Deutsch is participating in the current media review; executives weren’t immediately available for comment.
In 2010, Diamond spent $8.3 million in measured media on its brands in the U.S. while P&G spent a total of $30.9 million on the Pringles brand, according to Kantar. However in guidance issued earlier this month, Diamond said it expects to increase its ad budget. For the first half of fiscal 2012, Diamond expects total net sales of between $540 million to $560 million, and to lift advertising investment 20% to 25% over the first half of 2011.