Pringles is launching a new marketing campaign to connect with fans of the crisps who love expressing their playful side.
‘Mind Popping’ is the first time the brand’s positioning has been refreshed since the launch of Pop, Play, Eat and the iconic ‘Once You Pop, You Can’t Stop’. The campaign kicks off this week with TV, VOD, online video, social and OOH.
Pringles worked with London-based advertising agency Grey on the activation, which has taken two years to develop.
The concept was inspired by the brand’s heritage. From the outset, Pringles intended to create a snack that would blow people’s minds – from its unique shape, to how every crisp stacks flawlessly in a can. The campaign is intended to showcase how Pringles is the perfect snacking experience to bring fun to the everyday.
‘You Were Made For Pringles’ is the first creative execution from the Mind Popping campaign and can be seen across TV, VOD, online video, social and OOH. The new advert is a fictional take on how humans were made for Pringles.
The humorous ad explains the world began with a big pop and that people grew opposable thumbs to open cans, have tongues perfectly shaped to hold saddle-shaped chips and grew taste buds to taste iconic Pringles flavours.
Stephen Duggan, Pringles activation brand lead said: ‘’We’re really excited about the launch of Mind Popping and see this as a step change not only for the brand, but for the category. As well as helping us innovate across product, marketing and retail – more importantly, Mind Popping will inspire playful curiosity in our consumers, in a way that only Pringles can.’’
Christopher Lapham and Aaron McGurk Global Group Creative Directors at Grey said: “When we researched Pringles we started to discover stories and facts that blew our minds. The fact that a famous sci-fi author invented their baking machine, that the universe is shaped like a Pringles chip and that the chip perfectly fits the tongue, all led us to the thought of ‘Mind Popping’ and how, what looks like a simple potato chip, is in fact so much more.”
Alongside the campaign launch, Pringles will host a five-minute Mind Popping light show created by experiential agency Onepointfive at the Lee Valley VeloPark (London 2021 Olympic Velodrome), featuring animations and influencer content from Ollie.B – showing how Pringles is the most Mind Popping snack in the universe.
Laura Jordan Bambach (President & Chief Creative Officer) Grey
‘Pringles is one of the world’s most iconic brands so to be given the opportunity to launch the first global platform for them in over 25 years was a real privilege. We’re now massively excited to continue working with all our partners at Kelloggs and see how the ‘Mind Popping’ concept grows and evolves across different markets and projects in 2022 and beyond.’
People can watch the Mind Popping light show live by visiting the Pringles YouTube channel at 7:30pm GMT on the 9th February 2022. [https://www.youtube.com/user/pringles ]
The Mind Popping campaign will run across TV, VOD, Online Video, Social and OOH until 23rdApril 2022.
CREDITS
Client: Pringles
Marketing Director: Stephen Duggan
Marketing Manager: Aisling O’Hara
Global Director Salty Snacks: David Pearson
Brand Manager: Issam Azmeh
European Director: Chris Wildish
Marketing Operations Manager: Fergus Brady
Content Production Manager: Phil Ball
Senior Digital Manager: Roisin Devine
Digital Marketing Manager: Stephen McSweeney
Partnerships & Promotions Manager: Francesca Wilson
PR & Communications Manager: Seamus Clancy
Senior Media Manager: Gavin McGuinness
Media Specialist: Louise Murphy
Creative Agency: Grey London
President & Chief Creative Officer:
Laura Jordan Bambach
Global Group Creative Directors: Christopher
Lapham & Aaron McGurk
Chief Strategy Officer: Raquel Chicourel
Planning Partner: Lee Barber
Planning Director: Bhavin Pabari
Senior Strategist: Gilliam Caldwell Dunn
Managing Partner: Agi Varanyi
Global Business Director: Bridget Yeates
Account Director: Becky Devereux Pile
Account Managers: Alice Ashwell & Emilie Jenner
Agency Executive Producer: Nazneen Read
Agency Producer: Ellie Hook
Media Agency: Carat
Planning Partner: Greg Paterson
Client Director: James Morgan
Market Planning Director: Lloyd Emeka
Digital Planning Director: Isabella Elesinnla
Planning Manager: Hamish Dodson
PR agency: Red Havas
Creative Director: Andrew Stevens
Senior Account Director: Rachel Bie
Experiential Agency: OnePointFive
Director: Joel Barsch & Rob Pryce
Senior Project Manager: Holly Brownlees
Production Company: Friend
Producer: Harri Kamalanthan
Executive Producer: Chris Abitbol
Director: Ehsan
D.O.P: Marcus Autelli
Production Design: Sigita Simkunaite
Editor: Lucian Barnard at Deliverance
Colourist: Jonny Thorpe at Glassworks
Post Managing Director: Michelle Kruger at Wicked Pixels
Lead VFX Artist: Carl Jeppe at Wicked Pixels
Composer: Clap London
Lead sound Engineer: Jeff Smith at 750mph
Post Sound Producer: Aishah Amodu
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