The activity, offering consumers a free Blockbuster rental for every three packs of Pringles purchased, covers DVD, video and games rentals.
It will run on six Pringles and Dippers variants, and will be supported by a £1m ad campaign. Special packs will be in-store from July to mid-September.
Blockbuster launched an online service last year in an attempt to halt the erosion of its dominance by online rental firms (Marketing, 19 May 2004).
The number of in-store DVD and video rentals fell from 186m to 153m in 2004, according to the Media Research & Information Bureau.
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