Pringles goes multigrain and multiplatform

Procter & Gamble's brand Pringles is looking to target a slightly older and more health-conscious market segment with the launch of three multigrain flavors of its potato crisp. The campaign for the new line is being led by WPP Group agency Grey Worldwide, which is using sample giveaways, coupons, companion recipes from celebrity chef Tyler Florence and an anti-hunger fundraising effort, as well as traditional 30-second TV spots and print.

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