Procter & Gamble is supporting the arrival of new Spanish Salsa flavour Pringles with a dedicated £2m TV spend.
Due to hit the small screen next month, the campaign is part of the brand's £10m 2003 marketing budget. Further activity is set to include more TV ads as well as instore promotions and PoS.
The new variant ­ a combination of tomato and spices ­ replaces Curry flavour and joins Original, Sour Cream & Onion, Salt and Vinegar, Texas Barbecue Sauce, Cheese & Onion, Paprika and Hot & Spicy flavours on shelf next week.
Additional packs will also be available. Cheese and Onion flavour gets its own six-pack, while Texas Barbecue Sauce joins Original, Sour Cream and Salt & Vinegar in the 50g tube range. These will all be price-marked at 49p and available for independents from the middle of this month until the end of May.
Trade marketing manager Jolyon Hennings said the Spanish Salsa launch and pack format extensions would help the brand grow volume.