Real life is serious. Silliness rules the internet. Grey London and Pringles have created a campaign that lights up people’s silliness receptors. It’s called Mind Popping and is the first time the brand’s positioning has been refreshed since the launch of Pop, Play, Eat and the famous 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 demonstrate how Pringles is the perfect snacking experience to bring fun to the everyday. 

The first work in the campaign is called You Were Made For Pringles – a fictional explanation of how humans were made for Pringles “authenticated” by Charles Darwin. It is running on TV, VOD, online video, social and OOH.

Stephen Duggan, Pringles activation brand lead, stated, ‘’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 London, 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.”

To support the campaign launch, Pringles will host a five-minute Mind Popping light show created by experiential agency, OnePointfive, with features animations and influencer content from Ollie.B., showing how Pringles is the most Mind Popping snack in the universe.It can be watched live in London at the Lee Valley VeloPark (London 2021 Olympic Velodrome) and on the Pringles YouTube channel at 7.30pm GMT, February 9.

Laura Jordan Bambach, president & chief creative officer, Grey London, commented,​ “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. 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.”

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​
​
​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
Director: Ehsan  
Producer: Harri Kamalanthan
Executive Producer: Chris Abitbol

DOP: Marcus Autelli
Production Design: Sigita Simkunaite
Editor: Lucian Barnard at Deliverance
Colourist: Jonny Thorpe @ Glassworks 
Post Managing Director: Michelle Kruger @ Wicked Pixels
Lead VFX Artist: Carl Jeppe @ Wicked Pixels
Composer: Clap London 
Lead Sound Engineer: Jeff Smith @ 750mph 
Post Sound Producer: Aishah Amodu   

 Media Agency: Carat