Everyone knows that Pringles are so moreish that once you pop, you can’t stop. But for the irresistible crisp’s new brand positioning, Pringles has worked with London-based advertising agency Grey to create a new campaign that will blow your mind.

Titled ‘Mind Popping’, the brand refresh kicks off this week across TV, VOD, online video, social media and out of home advertising. Two year’s in the works, this new positioning targets everything unique and mind-blowing about Pringles, including their shape, stacking abilities and one of a kind can storage.

With an emphasis on fun and the brand’s heritage, the first Mind Popping advert explores how the universe has evolved in a unique way to accommodate Pringles. From the Big Bang – which has been renamed the Big Pop – right the way through to how we developed opposable thumbs and tongues finely tuned to the taste of Pringles, the short spot packs in laughs and original visuals to get its message across. It even gets Charles Darwin’s seal of approval.

“Pringles is one of the world’s most iconic brands, so to be given the opportunity to launch the first global platform for them in over 25 years was a real privilege,” says Laura Jordan Bambach, President & Chief Creative Officer at Grey. “We’re now massively excited to continue working with all our partners at Kellogg’s and see how the ‘Mind Popping’ concept grows and evolves across different markets and projects in 2022 and beyond.”

Meanwhile, Stephen Duggan, Pringles activation brand lead, said: “We’re really excited about the launch of Mind Popping and see this as a step-change not only for the brand but for the category. As well as helping us innovate across product, marketing and retail – more importantly, Mind Popping will inspire playful curiosity in our consumers, in a way that only Pringles can.”

Christopher Lapham and Aaron McGurk, the Global Group Creative Directors at Grey, added: “When we researched Pringles, we started to discover stories and facts that blew our minds. The fact that a famous sci-fi author invented their baking machine, that the universe is shaped like a Pringles chip and that the chip perfectly fits the tongue all led us to the thought of ‘Mind Popping’ and how what looks like a simple potato chip, is in fact so much more.”

As well as the video advert, expect to see a five-minute Mind Popping light show created by the experiential agency Onepointfive at the Lee Valley VeloPark. It will feature animations and content made by influencers, including Ollie.B, who reveals how Pringles truly are the most Mind Popping snack in the universe.

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