#PlayWithPringles FMCG Pringles United Kingdom
The Brief
Pringles has been a household name for many years. Once You Pop You Just Can’t Stop is arguably one of the most iconic brand taglines of our time.
However, the brand knew that a TV ad and a tagline was no longer the way to capture this audience’s attention – especially against the backdrop of COVID.
Pringles wanted to establish themselves with the Gen Z audience and do it in an original and innovative way that embodied the brand’s playful nature. Pringles needed to find a new way of talking to this audience, in order to establish themselves a snack made for sharing.
OUR INSIGHT
We wanted to speak to our Gen Z audience in their language; via one of the fastest-growing social platforms, TikTok.
We dreamt of positioning Pringles as the next must-have accessory for Gen Z’s social content. How can we inspire Gen Z to see Pringles as a playful snack made for sharing?
THE IDEA
We realised that we had something that many other brands didn’t have: a whole lot of fun, and an extremely iconic can. So, we wanted to position the Pringles can as a playful enabler in a time of boredom and loneliness. Something you just had to be seen with, something you can have fun with, and something you just have to share.
By tapping into consumer behaviour on the fastest growing social platform out there (TikTok), working with star influencers and creating an irresistible challenge that urged our fans to #PlaywithPringles.
Why wouldn’t you want a bit of playful curiosity from Pringles in your life at a time of lockdown loneliness and boredom?
Results
The world took notice
4.7 billion views of the #PlayWithPringles challenge on TikTok.
The community responded
They created an outstanding 2,025,154 videos on TikTok. Imagine, 2 million people buying a Pringles can, shooting their own content and then sharing it.
30x higher engagement
Engagement was 30 times higher than the brand’s previous best performing promotion – our average engagement rate on TikTok was 13% (vs 10% benchmark).
Building the brand
Brand lift studies in Italy saw ad recall at +15% and in France brand awareness went up 15%.