When you’ve ever discovered your self hand deep on the backside of a Pringles tin whereas making an attempt to scrape out the previous couple of tasty morsels of potato chip mud, then take into account your self seen within the model’s Tremendous Bowl 57 advert.
The snack maker is because of pop up throughout the Massive Recreation for the sixth consecutive yr with a spot that reveals how even “The Better of Us” aren’t resistant to the age-old dilemma of risking an appendage down the cylindrical crisp rabbit gap.
Constructing on the “Get Caught In” positioning it launched throughout the 2022 Tremendous Bowl—which highlights Pringles’ largest design flaw in a relatable manner and encourages followers to work together with the model on social—the spot underlines how this phenomenon can occur to anybody, even those that are world-class at what they do.
The advert reveals a grandfather assuring his teenage grandson saying, “don’t fear, it occurs to the very best of us,” earlier than we see how surgeons, skilled bowlers and even singer-songwriter Meghan Trainor can’t resist the peril that comes with the final scrumptious crisp.
Created by the Gray Group with help from advertising and marketing company CIEN+, the spot is a component of a bigger marketing campaign that’s asking followers to maintain their eyes peeled for “Caught In” moments throughout the sport (like a ball getting lodged in a participant’s helmet) to win a yr’s provide of free chips.
Pringles has requested Meghan Trainor and @brookieandjessie, the dance creators that propelled “Made You Look” to viral fame, to move up a dance problem on TikTok drawing on the model’s well-known tin.
A ‘thoughts popping’ push
In 2022, Pringles mentioned it was first impressed to go down this artistic route after its knowledge revealed 43% of individuals had skilled lodging a limb within the packaging.
On the time, Mauricio Jenkins, Pringles U.S. model lead, instructed Adweek the Tremendous Bowl is the most important snacking day of the yr and “the biggest stage” for model publicity and fan engagement.
“This yr, we’re persevering with to unlock the ability of the can palms phenomenon, bringing in the very best of us and rallying followers in every single place to get caught in and present it off,” mentioned Lyndsay Rogers, Kellogg’s U.S. Salty Snacks normal supervisor.
The push ties into Pringles’ new model platform, which was revealed early in 2022 and marked the tip of its long-running “As soon as You Pop, You Can’t Cease” slogan. As an alternative, a contemporary “Thoughts Popping” tagline was launched alongside a marketing campaign that featured related details supposed to blow customers’ minds.