Embracing a sharing opportunity with ‘Pass the Pringles’
SNACKS brand Pringles has launched its new brand platform focused on the sharing missions core to its customers.
The new marketing has rolled out across the UK and 13 other countries across Europe which centres on the playful nature of the brand and a key relatable moment of shoppers sharing a tube of Pringles through the tagline ‘Pass the Pringles’.
Central to this marketing is a new hero film for the Pringles brand which sees two acrobatic window cleaners that go to great lengths to pass a tube of Pringles to each other while suspended halfway up a skyscraper.
By elevating this simple act of passing Pringles, the campaign reinforces its role in driving playful, shared connections for consumers, says parent firm Mars, whether this be at-home gatherings between friends and family or for more casual, spontaneous occasions.
Following the initial broadcast launch, the campaign will aim to expand its engagement with key communities such as gaming and football fans, says Mars, using targeted media and influencer activations that encourage consumers to ‘Pass the Pringles’.
Paul Humphries, chief marketing officer at Pringles, said: “The new campaign is built on a clear and highly relevant insight: as we get caught up in the demands of modern life, we often let opportunities for connection with other people pass us by. We’re encouraging people to break the cycle and ‘Pass the Pringles’ sparking a moment of playful connection.”
