The Mind Popping Campaign

Humans were made for Pringles: An analysis of their new global campaign

From the big bang to the big pop Pringle’s new campaign- released in February 2022 takes on a new dimension of evolution depicting that the world has evolved and was made solely for the purpose that humans need to eat Pringle's. The campaign portrays how the universe is shaped like a Pringles potato chip, and how our thumbs and tounges are made perfectly to pick up a Pringles chip and eat it. The gist of this campaign showcases how their chips are so much more than just a snack.

Objective and Target Audience:

The objective of this campaign is to keep up with consumers’ evolving tastes and connect with their fans through this new playful ad. Pringles aimed to refresh its brand in order to stay competitive within the market post-pandemic, thus introducing this campaign. The brand has positioned itself as a fun snack putting “fun into everyday moments”, and trying to get in touch with the consumers’ emotions of playfulness reminding them of its addictive nature that once you start eating you can’t stop.

Pringles wanted its target audience to be reminded of its brand and where they stand in the market; therefore, the brand created a new campaign in order to stay relevant in the market as consumers’ tastes continuously change. This was their first campaign since 2018, thus it was important for the brand to show how they have changed since and spark curiosity within their customers.

The brand got its consumers to purchase Pringles’ potato chips by attracting its target audience through the concept that humans were made to consume their chips. Their wide range of bold flavors, smooth chips with no grease, and the perfect stacking of chips in their cans all makes it easier for consumers to not only buy their product but eat it as well.

Content and Digital Platforms:

The 2022 Pringles multi channel campaign took two years to make and the brand collaborated with a London-based advertising agency to create this campaign that was showcased on TV, video on demand, online video, social media, radio, and out-of-home ads. Their unique content depicts how Pringles is the perfect snack for every day and comes with joy. This campaign personifies not only the potato chips but also human body parts, such as the taste buds and the brain. The video shows how once the chip is consumed our taste buds are happy and enjoying the moment, which then leads into the next scene of the neurons passing through the brain implying that when we eat Pringle’s dopamine is released and it makes us happy, ultimately ending with Charles Darwin saying “I fully endorse this theory.”

I believe integrating the theory of evolution with Pringles’ chips is a unique and fun way to capture the audience’s attention. It brings on a new meaning of why you should eat this chip. The billboard ad below portrays a personified version of their potato chip indicating how it wraps around your tongue like a hug when eating it. This message indicates how their potato chips are not only made perfectly for eating but also how humans were made to eat Pringles.

Was the Campaign Successful:

I believe Pringle’s mind-popping campaign was effective, because not only was it unique and had a sense of humor but also it had a memorable message- that Pringles was not made for humans but rather humans were made for Pringles. Integrating these creative messages within its campaign made its consumers remember the brand through emotional engagement, which sets the brand apart from its competitors.

Overall, the brand’s memorable idea of made for Pringles is what caught the consumers’ eye thus driving them to purchases. Their success in this campaign is reflected in their 2022 quarterly revenue where the brand saw up to $1.2 billion on growth of 16.2%.