Pringles in first relaunch in over 25 years

Pringles and Grey London have released a new campaign to celebrate the crisp’s new brand positioning: “Mind Popping”.

The work kicks off this week with TV, VOD, online video, social and OOH and will be the first global brand relaunch in over 25 years.

"You Were Made For Pringles" is the first creative execution from the Mind Popping campaign and is a fictional take on how humans were made for Pringles.

The humorous ad explains the world began with a big pop and that people grew opposable thumbs to open cans, have tongues perfectly shaped to hold saddle-shaped chips and grew taste buds to taste iconic Pringles flavours.

"Mind Popping" is the first time the brand’s positioning has been refreshed since the launch of Pop, Play, Eat and the iconic "Once You Pop, You Can’t Stop".

The concept was inspired by the brand’s heritage. From the outset, Pringles intended to create a snack that would blow people’s minds – from its unique shape, to how every crisp stacks flawlessly in a can. The campaign is intended to showcase how Pringles is the perfect snacking experience to bring fun to the everyday.

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, 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.”

CREDITS

Client: Pringles​

Marketing Director: Stephen Duggan

Marketing Manager: Aisling O’Hara

Global Director Salty Snacks: David Pearson

Brand Manager: Issam Azmeh

European Director: Chris Wildish

Marketing Operations Manager: Fergus Brady

Content Production Manager: Phil Ball

Senior Digital Manager: Roisin Devine

Digital Marketing Manager: Stephen McSweeney

Partnerships & Promotions Manager: Francesca Wilson

PR & Communications Manager: Seamus Clancy

Senior Media Manager: Gavin McGuinness

Media Specialist: Louise Murphy

Creative Agency: Grey London​

President & Chief Creative Officer: 

Laura Jordan Bambach​

Global Group Creative Directors: Christopher

Lapham & Aaron McGurk​

Chief Strategy Officer: Raquel Chicourel

Planning Partner: Lee Barber​

Planning Director: Bhavin Pabari​

Senior Strategist: Gilliam Caldwell Dunn ​

Managing Partner: Agi Varanyi​

Global Business Director: Bridget Yeates​

Account Director: Becky Devereux Pile​

Account Managers: Alice Ashwell & Emilie Jenner​

Agency Executive Producer: Nazneen Read​

Agency Producer: Ellie Hook​

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Media Agency: Carat

Planning Partner: Greg Paterson ​

Client Director: James Morgan​

Market Planning Director: Lloyd Emeka ​

Digital Planning Director: Isabella Elesinnla ​

Planning Manager: Hamish Dodson ​

PR agency: Red Havas

Creative Director: Andrew Stevens

Senior Account Director: Rachel Bie

Experiential Agency: OnePointFive

Director: Joel Barsch & Rob Pryce

Senior Project Manager: Holly Brownlees

Production Company: Friend

Producer: Harri Kamalanthan

Executive Producer: Chris Abitbol

Director: Ehsan

D.O.P: Marcus Autelli

Production Design: Sigita Simkunaite

Editor: Lucian Barnard at Deliverance

Colourist: Jonny Thorpe at Glassworks

Post Managing Director: Michelle Kruger at Wicked Pixels

Lead VFX Artist: Carl Jeppe at Wicked Pixels

Composer: Clap London

Lead sound Engineer: Jeff Smith at 750mph

Post Sound Producer: Aishah Amodu