Pringles has a new European platform and AMV BBDO has given the snack an eye-catching sky-high performance to introduce it. Pass The Pringles is about the connections made by passing a tube of Pringles, because modern life all too often means opportunities for playful connection pass by. The platform positions Pringles as the ultimate sharing snack that brings people together, no matter the situation. Window cleaners suspended halfway up a skyscraper is an unignorable situation. The campaign has been created by an integrated agency team from AMV BBDO, Carat, JKR, RPM and Hogarth.

Paul Humphries, chief marketing officer at Pringles, commented, “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.”

The hero film, directed by Traktor, follows two acrobatic window cleaners who go to extraordinary lengths to pass a tube of Pringles swinging playfully across a skyscraper. Office workers inside look on in surprise, while the ‘80s track St Elmo’s Fire (Man in Motion) by John Parr powers the action.

In the social films, Pringles are 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.

Carat managed the high impact static and digital OOH, running across Europe including London, Madrid, Berlin, Paris and Milan. Global branding agency, Jones Knowles Ritchie (JKR), developed a new, distinct brand world for the platform. RPM built a pan-European shopper toolkit, that 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 target priority communities such as gaming and football fans, using targeted digital media and influencer activations that encourage people 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, OOH and influencer partnerships.

Credits:
Client: 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
External Communications Manager: Aifric Connolly
CE Communications Director: Helene Boyer

Creative Agency: 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 Company: Stink London
Director: Traktor
Executive Producer: Kate Sharpe
Producer: Jane Lloyd

Editing: TenThree
Editor: Ryan Beck

Post-Production: 1920
Sound Company: Creative Outpost

Photography: Making Pictures
Photographer: Tom van Schelven

Media: Carat
PR: Mischief
Shopper Marketing: RPM
Culture Agency: Hogarth
Design Agency: JKR