Pringles is challenging consumers to ‘Step Up the Spice’ through a socially-led campaign to promote its new Sizzl’N product range.
Working with global agency We Are Social, Pringles will challenge people to see how hot they can go by trialling the progressively spicy flavours, from Kickin’ Sour Cream (Medium), to Spicy BBQ (Hot) and finally, Cheese & Chilli (Extra Hot).
A brand-first Snapchat AR filter has brought the infamous ‘Floor is Lava’ game to life for Pringles fans. By using Snap’s ground segmentation technology, users need to reach a can of Pringles without touching a lava-covered floor. Much like the different flavours, each level of the game gets more intense, drawing on visual inspiration from the new cans. Pringles is working with influencer partners to drive participation in the game, as well as encouraging fans to challenge one another.
The campaign also features a range of product awareness assets, running in out-of-home and in-store, as well as on digital and social platforms. Taking inspiration from the new packaging, the creative features a 3D lava world, and challenges the audience to ‘Step Up The Spice’. The campaign is supported with a paid media strategy from Carat.
Aisling O’Hara, Marketing Manager at Pringles Europe said “We’re so excited to launch these three new spicy flavours with the help of a truly creative campaign that perfectly captures Pringles’ iconic playful personality. We Are Social has helped turn the bold branding into an eye-catching, consistent through the line campaign, which encourages people to challenge themselves along the way. We’re looking forward to seeing people Step Up The Spice on social.”
Gareth Leeding, Executive Creative Director at We Are Social said “At a time when people are spending more time at home, we’re pleased to be able to use groundbreaking technology to spice up their surroundings – offering them an imaginative escape. For such an iconic brand, Pringles is incredibly open to having a bit of fun – and this is clear across the whole campaign.”
Aisling O’Hara – Marketing Manager
Roisin Devine – Senior Digital Marketing Manager
Stephen McSweeney – Digital Marketing Specialist
Louise Murphy – Media Specialist
Seamus Clancy – Brand PR & Communications Manager
We Are Social
Alyssa Drysdale – Business Lead
Alex Ogilvie – Senior Account Manager
Gareth Leeding – Executive Creative Director
Joshua Crossley – Senior Creative
Stephanie Gane – Senior Creative
Head of Art – Paul Rider
Senior Designer – Leon Kesko
Designer – Callum Taylor
Strategy Director – Zanna Wharfe
Source: We Are Social