PRINGLES
#PlaywithPringles
Pringles has been a household name for many years. However, Gen Z wasn't connecting with the brand in the same way that generations before them had. The brand knew that a TV ad and a tagline were no longer the way to capture this audience's attention - especially against the backdrop of Covid-19.
Pringles wanted to establish itself with the Gen Z audience and do it in a way that embodied the brand’s playful nature. We dreamt of positioning Pringles as the next must-have accessory for Gen Z’s social content. Tapping into consumer behavior on the fastest growing social platform out there – TikTok. Working with star influencers we created an irresistible challenge that urged our fans to #PlayWithPringles.
It was simple. Grab a can of Pringles, jump inside, and become transformed from PJs to partywear. The challenge exploded and was shared across the world – making our iconic cans the stars of the show.
We set out to engage Gen Z and the results were unbelievable. We became the ultimate snack to be seen with, across multiple markets, thousands of living rooms, and billions of phone screens among our target audience.
We set a fun and playful challenge and the community responded by creating an outstanding 2,025,154 videos on TikTok. Imagine, 2 million people buying a Pringles can, shooting their own content, and then sharing it. And the world took notice with 4.7 billion – yes billion – views of the #PlayWithPringles challenge.
We set a fun and playful challenge and the community responded by creating an outstanding 2,025,154 videos on TikTok. Imagine, 2 million people buying a Pringles can, shooting their own content, and then sharing it. And the world took notice with 4.7 billion – yes billion – views of the #PlayWithPringles challenge.
CAMPAIGN BOARD
Engagement was 30 times higher than the brand’s previous best-performing promotion. Brand lift studies in Italy saw ad recall at +15% and in France brand awareness went up 15%.
It was so successful, Tik Tok have even used the #playwithpringles campaign as a best-in-class case study to show others how it’s done 💥👊
We were also lucky enough to pick up a Drum Award too.
Once you TikTok, you just can't stop.
It was so successful, Tik Tok have even used the #playwithpringles campaign as a best-in-class case study to show others how it’s done 💥👊
We were also lucky enough to pick up a Drum Award too.
Once you TikTok, you just can't stop.
“A best in class case study – It generated an unstoppable creative force truly reserved for the most viral moments.”
TIK TOK
TIK TOK
