Pringles launches first tortilla chip line

In the first new product launch since it was acquired by Kellogg Co. in 2012, Pringles has rolled out a tortilla chip line in original, nacho cheese and Southwestern ranch. While retaining the iconic Pringles​ shape, Pringles Tortillas​ are thicker chips because they’re made of corn instead of potatoes.

The brand is capitalizing on the dual appeal of tortilla chips’ “dippability” and traditional Pringles as a chip eaten on their own for an ad campaign plugging “dip ‘em or don’t”. It also is leveraging basketball playoff season as prime time for hosting parties with a variety of snacks by launching an “Ultimate Viewing Party” online promotional event to get consumers to build their basketball tournament watching “dream team” using their Facebook friends. The brand tapped former NBA and NCAA basketball star Earvin “Magic” Johnson as a celebrity spokesperson for the promotion.

It’s no surprise that Pringles would leverage Facebook for its latest online promotional effort. The social media platform is a significant part of Pringles’ social media marketing strategy​. Pringles’ Facebook fan base has grown steadily in the past year, up from 22.2 mn last January to nearly 27mn fans as of April 1, 2014. Indeed, the brand ranked fifth (behind brand giants like Oreo, Coca-Cola and Skittles) based on fan numbers in 2013’s fastest moving consumer goods brands by social media ranking.