We turned a crisp can into a cultural moment — and made Gen Z fall in love with Pringles all over again.
ROLE
Lead Creative | Editor
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.
“A best in class case study – It generated an unstoppable creative force truly reserved for the most viral moments.”
TikTok
