You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why P&G Sought Small Over Scale in TV Strategy for Latest Pringles Launch Marketer Casts Narrow Consumer Net in Choosing Start-up Late-Night Host Jake Sasseville to Promote Xtreme Crisps By Brian Steinberg, Published on August 23, 2010 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.