Pringles Flaunts Playful Connections

Pringles, one of the world’s most iconic snack brands, is launching a new exciting European brand platform, “Pass the Pringles”. Rolling out today across 14 markets, the integrated campaign centres on creating playful connections sparked by passing a tube of Pringles, reflecting the real-world insight that people don’t just enjoy Pringles – they enjoy sharing them.

The campaign responds to a simple consumer truth, that modern life all too often means opportunities for playful connection pass us by. The platform positions Pringles as the ultimate sharing snack that brings people together, no matter the situation.

The hero film, directed by triple Cannes Grand Prix-winning collective Traktor, follows two acrobatic window cleaners who go to extraordinary lengths to pass a tube of Pringles while suspended halfway up a skyscraper. As they swing playfully across the building, office workers inside look on in surprise, while the iconic 80s track St Elmo’s Fire (Man in Motion) by John Parr powers the action.

A suite of social films shows Pringles being passed between friends and families across everyday shared moments, from gaming to football to apero or aperitivo occasions. On TikTok, a branded mission encourages Pringles fans to create films that capture spontaneous moments of connection featuring Pringles being passed to people who need a pick-me-up. Creating an authentic chain reaction of warmth and play, and celebrating Pringles as a social snack, and catalyst for joy and shared experience.

The campaign has been created by an integrated agency team comprising AMV BBDO, Carat, JKR, RPM and Hogarth. High impact static and digital out-of-home, developed in partnership with Carat, landing across Europe including London, Madrid, Berlin, Paris and Milan. The OOH assets feature everyone from astronauts and aliens to gamers and businesswomen, all connected by the act of passing a tube of Pringles. Global branding agency, Jones Knowles Ritchie (JKR) has developed a new, distinct brand world for the new “Pass the Pringles” platform.

Pass the Pringles will also be supported by full in-store, PR and shopper marketing activity. A pan-European shopper toolkit, developed by RPM, translates the platform into scalable retail activations across key occasions, partnerships and promotions. Hogarth provided cultural consultancy and localisation, producing over 600 adapted assets across TV, VOD, VOL, social and OOH to ensure the campaign resonates across 14 European markets.

Following the initial broadcast launch, the campaign will deepen engagement with priority communities such as gaming and football fans, using targeted digital media and influencer activations that encourage consumers to “Pass the Pringles” as a gesture of playful kindness.

The campaign launches in the UK, Germany, France, Italy, Spain, the Netherlands and Poland in February, followed by Belgium, Romania, Czech Republic, Hungary, Croatia and Bulgaria in Q2. Media activity spans TV, Broadcast VOD, CTV, VOL, Social, Out-of-Home and influencer partnerships.

Paul Humphries, Chief Marketing Officer at Pringles: “The new campaign is built on a clear and highly relevant insight: as we get caught up in the demands of modern life, we too often let opportunities for connection with other people pass us by. We’re encouraging people to break the cycle and ‘Pass the Pringles’ sparking a moment of playful connection”

Credits:

Pringles Europe

Chief Marketing Officer: Paul Humphries

Marketing Director: Christine O'Brien

Marketing Manager: Aideen Mulligan

Senior Brand Manager: Frankie Haberlin

Strategy & Insights Director: Leo Moore

Strategy & Insights Senior Manager: Ciara Fritzsche

Senior Digital Manager: Roisin Devine

Digital Innovation Manager: Daniel Kavanagh

Paid Media Experience Lead: Gavin McGuinness

Senior Marketing Operations Manager: Phil Ball

Content Production Manager: Carolina Hernandez de Toledo

Senior Brand Design Manager: Lisa Llewellyn

Senior Brand Design Project Manager: Kevin Watson

UKI Comms and European Media Strategy Director: Alison Last

UK Corporate Affairs: Sarah Pyatt

Ext. Communications Manager: Aifric Connolly

CE Communications Director: Helene Boyer

AMV BBDO

Chief Client Officer: Katy Wright

Creative President: Owen Lee

Deputy Chief Strategy Officer: Ben Jaffe

Client Services Director: Joe Pirrie

European Business Director: Luke Johnson

Business Director: Justine Pescher

Creative Directors: Ben Perez Usher, Rob Farren

Copywriters: Sacha Burke

Art Directors: Amy Bland

Strategy Directors: Elly Fenlon, James Larman

Account Directors: James Brenchley, Patrick Dedman

Account Manager: Amelia Brown

Head of Art: Jack Walker

Design Lead: Tessa Bridge

Designers: Dante Attuoni, Ash Lennox, Becci Salmon

Senior Producer & Creative Initiatives Lead: Livvy Tidd

Production

Production Company: Stink London

Director: Traktor

Executive Producer: Kate Sharpe

Producer: Jane Lloyd

Edit House: TenThree

Editor: Ryan Beck

Post House: 1920

Sound Company: Creative Outpost

Sound Engineer: Dave Robinson

Photography Prod Co: Making Pictures

Photographer: Tom van Schelven

Carat

Head of Planning: Joe Molony

Planning Partner: Greg Paterson

Planning Partner: Natalie Johnson

Client Director: Alexandr Ababii

Client Account Director: Chantelle Townsend

Client Manager: Gemma Cousins

Director: Caitlin Walker Hunter

Manager: Jack Kaminski

Client Supervisor: Theo Reisz-Gervis

Client Manager: Anastasia Gushchina

Director: Ryan Forshaw

Senior Manager: Seetal Mahapatro

Manager: Curtis Stewart-Woods

Mischief

Senior Director: Vicky Purnell

Head of Strategy: Dan Deeks-Osbum

Creative Director: Lewis Durkin

Associate Director: Cian Heams

RPM

Board Director of Strategy and Creative: Rob Wilson

Creative Director: Nick Evans

Senior Account Director: Louise Harper

Senior Account Director: Liam McStay

Client Services Director: Rosa Chapman

Hogarth

Senior Account Director: Joe Fennell

Account Director: Agustina González Calderón

Senior Account Manager: Alina Snisarenko

JKR

Account Director: Freya Spencer

Program Manager: Katya Rondina

Design Director: Grace Bond