In Germany branded entertainment is seen as a development of product placement, which is legally only allowed in fictional programs like movies, TV series, TV movies, sports movies and light entertainment programs. There it has been marked as such. However branded entertainment goes beyond product placement, as the whole plot primarily serves the purpose to put a product in mind. Pringles Crunch titles however was a completely new approach, as it used an already existing movie and added the product to it afterwards. To fulfil the legal restrictions the word “Werbung” (advert) had to be added below the logo.

Pringles added German subtitles to German-language movies playing on Tele 5, a popular TV channel for movie lovers in Germany. Subtitles were shown during movies next a Pringles Crunch Titles logo and movies playing with Crunch Titles were announced in teaser spots before and after commercial breaks.

Pringles Crunch Titles movies became TV ads with an immediate benefit for the viewer and guaranteed snack enjoyment as well as 100% understanding. This way, Pringles cemented its place as the snack of choice for movie lovers.