Curve Ball

Prepared Foods, Jan, 2002

Procter & Gamble utilized an extensive, nationwide campaign to launch their first new snack food brand since Pringles Potato Crisps debuted in 1971. The recent effort included teasers and clues in movie theater trailers, newspapers and online, all asking sleuths to deduce the meaning of the word Torengos.

The guessing culminated at a Hollywood-style premiere, where Torengos made their debut as a new snack food. Torengos are described as triangular, white-corn tortilla chips, uniquely curved for serious dipping and stacked in a resealable, triangular canister to protect against breakage.

Pre-launch activities included trailer ads running prior to the movie "Harry Potter and the Sorcerer s Stone" in select theaters in over 40 U.S. markets. The trailers featured a series of scrambled words that could only be deciphered using Torengos decoder glasses, which were distributed free to moviegoers. The spots pointed the audience to the web address for the new snacks.