That in addition to enjoying Pringles, consumers like to share them is the insight of the new European campaign of the Kellanova snack brand. In a world in which frenetic routine misses opportunities to connect with other people, Pringles posits its product and its particular packaging as facilitators of unique and significant moments.
“Pass the Pringles” has been created together with the creative agency AMV BBDO and focuses on shared enjoyment and experience. He does so with an advertisement, produced by Hogarth, that presents two window cleaners who, in their attempt to pass the tube of Pringles, end up creating a magnetic choreography in the air, leaving the office workers stunned. All this happens to the rhythm of the 80s song “St Elmo’s Fire (Man in Motion)”, by British singer John Parr.
“The new campaign is based on a clear and very relevant idea: as we become immersed in the demands of modern life, we too often miss opportunities to connect with other people“said Paul Humphries, Marketing Director of Pringles at Kellanova, according to Creative Salon. “We encourage people to break this cycle and ‘Pass the Pringles’ to create a moment of connection and play”.
The campaign is progressively launched in a total of 14 markets: United Kingdom, Germany, France, Italy, Spain, Netherlands and Poland in February, followed by Belgium, Romania, Czech Republic, Hungary, Croatia and Bulgaria during the second quarter.
Media planning is carried out by Carat, and includes activations on television, video on demand platforms, connected television, social networks, outdoor advertising and collaborations with influencers.
As reported by the aforementioned media, as part of the strategy, Pringles’ local social channels will broadcast a series of videos that reflect the exchange and sharing of Pringles between friends and family in everyday moments. Likewise, through social networks, users will be encouraged to capture their own moments of connection and fun.
The idea will also be reflected in outdoor advertising graphics, which will show all types of people, from astronauts and aliens to gamers and businesswomen, all connected by the act of passing around a tube of Pringles. They will be carried out in the streets of cities such as London, Madrid, Berlin, Paris or Milan.
The campaign will also have activations at the point of sale and specific actions aimed at specific audiences and communities, such as video game or football fans, within the framework of the World Cup celebration next summer. Collaborations with content creators and influencers will also encourage consumers to “pass the Pringles” as a gesture of connection.
