Procter & Gamble to print messages on Pringles chips (AP)

AP ^ | May 20, 2004 | JOHN NOLAN

[summer]

A Pringles snack chips prototype bears
a printed trivia question in this undated
photo provided by Procter & Gamble.

Procter & Gamble to print messages on Pringles chips

By JOHN NOLAN, Associated Press

May 20, 2004

CINCINNATI — Hungry? Pringles has a few words for you.

Procter & Gamble Co. soon will print trivia questions and answers on its Pringles snack chips, using ink made of blue or red food coloring.

The first batch of the printed Pringles potato crisps set to hit select store shelves next month will display a series of jokes, "fun facts," "animal facts," for example, What Shakespeare play is about the summer solstice? "Midsummer Night's Dream."

In August, the chips will pose trivia questions from Hasbro Inc.'s Trivial Pursuit Junior game, under a partnership with the Pawtucket, R.I.-based toy maker.

"We think kids are going to love it," Jamie Egasti, Procter & Gamble's vice president for North American snacks, told The Associated Press on Wednesday. "It's a great way to add fun to the lunch."

Jack Trout, president of Trout & Partners, a marketing strategy firm in Greenwich, Conn., said Wednesday he can see the appeal for children questioned if that would be enough.

"It's a gimmicky idea. Will kids eat more Pringles because there's messages on it? Maybe. Will it become a talking point among kids? Maybe," Trout said.

"It's a strange idea. To me, it brings a lot of strange perceptual baggage along with it — 'Oh my God, they're running my potato chips through a printing press.' That's kind of icky."

Actually, P&G will send the chips along a conveyor belt under a special printer that sprays on the trivia messages. The question is printed on the chip and the answer is on the same side, but printed upside down.

Each chip in a canister will have a different message, since test panels of children and mothers told P&G marketers that duplicate messages in one box wouldn't be interesting, Egasti said.

"I think it'll be a real hit with young people," said William Steele, an analyst with Banc of America Securities who follows P&G.

It is possible that the chips could someday be printed with advertisements, although no such decision has been made, Egasti said.

Pringles chips, introduced in the early 1970s, are sold in 140 countries and are one of the P&G brands that bring in $1 billion in annual sales. Egasti declined to reveal the company's sales projections for printed Pringles.

P&G worked with its suppliers to develop the food printing technology and plans to apply for various patents, Egasti said.

Jim Gawley, vice president of business development for the Food Institute, a trade organization in Elmwood Park, N.J., said he couldn't think of a similar product.

Pringles chips in various colors hit the market last year. General Mills Inc. sells a Fruit Roll-Ups product that can be pressed to the skin to leave a tattoo before the consumer eats it.

The H.J. Heinz Co. saw ketchup sales soar when it introduced its signature product in funky colors, starting with "Blastin' Green" in October 2000. The company sold more than 25 million bottles of colored ketchup and last year controlled 60 percent of the American ketchup market, an all-time high for the company.

[summer]

Jim Gawley, vice president of business development for the Food Institute, a trade organization in Elmwood Park, N.J., said he couldn't think of a similar product.

Ever hear of "fortune cookies?"

[HiTech RedNeck]

That color looks rather unappetizing. I'd prefer brown print.

[HiTech RedNeck]

It'll slow down the consumption of the chips because the eater won't want to scarf them down without reading each one.

[summer]

Pringles chips, introduced in the early 1970s, are sold in 140 countries

I'm thinking there should be some kind of military use for communicating via these new Pringles!

[T'wit]

HELP! I am being held prisoner in a potato chip factory!

[KarlInOhio]

It is possible that the chips could someday be printed with advertisements,

Is nothing safe from advertising?

[summer]

Nah - I think that's why they're printing the same message on every chip in a can; to keep the consumption up. After you read the message once, the novelty is gone. You wouldn't want to read that same message over and over.

[summer]

Is nothing safe from advertising?

Well, not the classroom. Maybe the back of church pews?

[HiTech RedNeck]

"Each chip in a can will have a different message."

[small voice in the wilderness]

BWHAHAHAHAHA!!!!

All your dips are belong to us.

[sionnsar]

Can I have mine in Gaelic?

[O.C. - Old Cracker]

I am waiting for words on cottage cheese.

[summer]

Re posts #7 and #9 - You're right! My mistake there. Here's what the article says: "Each chip in a canister will have a different message, since test panels of children and mothers told P&G marketers that duplicate messages in one box wouldn't be interesting, Egasti said.

So, I guess now each chip will be thoughtfully read and pondered -- before being scarfed down by the kids.

[Khurkris]

"Pringles chips, introduced in the early 1970s, are sold in 140 countries"

Plingles in Asia.

...its a joke.

[summer]

I am waiting for words on cottage cheese.

ROTFLMAO...

[WinOne4TheGipper]

This post rbrought to you by Coca- Cola1, Inc. It's the real thing.

Doers that answer your Lowe's Home Improvement question?

[tiamat]

HiTech RedNeck wrote:


That color looks rather unappetizing. I'd prefer brown print.

---

You're right. Something toasty looking.

[NautiNurse]

They should put the answers on the back of the next chip in the can.

[O.C. - Old Cracker]

Velly funny, round eye.

[Grim]

Is nothing safe from advertising?

A few years ago when I lived in NYC I overheard a discussion among advertising colleagues about efforts to print ads on hot dogs. Didn't think about using chips. Hmmmm, not a bad idea.