The Brief

Pringles has been a household name for many years. Once You Pop You Just Can’t Stop is arguably one of the most iconic brand taglines of our time. 

However, the brand knew that a TV ad and a tagline was no longer the way to capture this audience’s attention – especially against the backdrop of COVID. 

Pringles wanted to establish themselves with the Gen Z audience and do it in an original and innovative way that embodied the brand’s playful nature. Pringles needed to find a new way of talking to this audience, in order to establish themselves a snack made for sharing.

The Insight 

We wanted to speak to our Gen Z audience in their language; via one of the fastest-growing social platforms, TikTok.

We dreamt of positioning Pringles as the next must-have accessory for Gen Z’s social content. How can we inspire Gen Z to see Pringles as a playful snack made for sharing? By tapping into consumer behaviour on the fastest growing social platform out there (TikTok), working with star influencers and creating an irresistible challenge that urged our fans to #PlaywithPringles. 

Why wouldn’t you want a bit of playful curiosity from Pringles in your life at a time of lockdown loneliness and boredom?

The Results

The world took notice. 4.7 billion views of the #PlayWithPringles challenge on TikTok.

The community responded. They created an outstanding 2,025,154 videos on TikTok. Imagine, 2 million people buying a Pringles can, shooting their own content and then sharing it.

Engagement was 30 times higher than the brand’s previous best performing promotion (their average engagement rate on TikTok was 13% (vs 10% benchmark)

Brand lift studies in Italy saw ad recall at +15% and in France brand awareness went up 15%.