Pringles has launched a larger format of its iconic crisps can in Germany. The cylindrical container grows by 2.5 centimeters, allowing for 20 more grams of product, and to celebrate it, it has created a shoe accessory that allows you to appear taller and move around by rolling thanks to its wheels.

“Pringheels” has been created together with the creative agency Circus Ramezani and is a limited edition of wheels that can be attached to shoes. They are inspired by Heelys, sneakers with wheels integrated into the heel that became popular among children and teenagers in the 2000s.

The “Pringheels”, as explained by the brand and the agency, were produced through a 3D printing process and were then assembled by hand. They come in red, the same color that Pringles gives to its classic flavor, with the brand’s recognizable logo.

The objective of the fashion accessory is to communicate the expansion of the Pringles packaging size, but also to put the brand at the center of the conversation of new generations. In this sense, it has been presented as a “drop” seeking to surprise, invite sharing on social networks and generate engagement and virality.

“This is not a campaign in the classic sense. It is a cultural and fashion launch“commented Andreas Billker, Senior Market Activation Manager of Pringles for Germany, Austria and Switzerland, via LinkedIn. “Because today brands are not only competing for shelf space, they are fighting for attention in feeds. And you probably won’t achieve that with just a ‘Now 20g more’ banner.“.

The agency points out that the creation is a hybrid between a sneaker accessory, drop fashion and internet culture. “The Pringheels capture the current trend of ”absurd drops”, products that do not arise from the classic logic of the product, but from their ability to provoke attention, discussion and desirability within social and creator culture.“, commented from Circus Ramezani.

What’s more, beyond the audiovisual piece to present the “Pringheels” on social networks, they have also been present during Creator Day, an event promoted by the German content creator, influencer and musician Lewin Ray, which took place on May 16 in Düsseldorf. Lewin Ray himself took the stage wearing the accessory.

The campaign also includes activations with influencers and content creators, whom Pringles has made wear the “Pringheels.” However, it has not detailed whether they will be available to the general public or how to obtain them.