Pringles and Cluedo have combined their power to appeal. The campaign by Innocean Berlin invites audiences across Germany, Austria and Switzerland to solve the murder of Original flavour, turning three countries into a live Cluedo game. The campaign began with a cryptic Instagram post bidding farewell to Pringles Original flavour, and escalated with a series of projections on prominent sites in Berlin and Hamburg and digital billboards in Vienna, reading “Goodbye, Original”.
The post triggered a range of wild reactions among Pringles fans on Instagram, from surprise: “Wait what?” (@cere01n), “This is a joke right?” (@jolina.faye) to denial: “That cannot happen originals are the best” (@ninskij), with some fans speculating whether this was all a Halloween stunt or whether other flavours could be affected.
INNOCEAN Berlin partnered with popular streamers, @starletnova and @letshugo, to amplify the campaign on social media, by getting them to urge followers to save Original – only to then reveal that it was all part of the launch for a new collaboration between Pringles and Cluedo, the board game where players have to deduce who committed a murder, where it happened and what weapon was used.
The campaign is now letting the Cluedo characters escape their fictional mansion to cause havoc in the real world in three countries and correct guesses to solve the mystery give players the chance to win a year’s supply of Pringles, a Cluedo board game or a trip to New York for a live Cluedo adventure.
Till Prause, digital activation manager for DACH at Kellanova, stated, “It’s a crazy idea – killing off a flavour everyone loves – but that’s what makes it so fun! We’re always looking for ways to break the mould and connect with our audience, and this campaign really lets us do just that.”
“This campaign reflects a new chapter for INNOCEAN Berlin, pushing the boundaries of interactive storytelling. It all started thanks to one of our mid-level creative teams, who attended Young Lions and came back with a new client, Pringles. It’s a fresh direction for us – embracing dynamic, social-first content that resonates with younger audiences. But really, that’s no surprise. If there’s one thing INNOCEAN knows how to do, it’s to have fun, and this campaign is all about amplifying that energy in unexpected ways,” added Gabriel Mattar, European CCO of INNOCEAN Worldwide.
The Murder of Original campaign is running until January 3 2025, featuring digital, out-of-home and in-store promotions across Germany, Switzerland and Austria.
Credits
Creative Agency: Innocean
European Chief Creative Officer: Gabriel Mattar
Executive Creative Director: Ricardo Wolff
Art Director: Paula Santos
Copywriter: Aitana Vallejo
Creative Director: Shelley Lui
Junior Art Director: Madalena Marques
Junior Copywriter: Axel Fonteyne
Account Director: Min Kyung Park
Account Director: Lisa Osokina
Senior Art Buyer: Julia Kremer
Senior Designer: Julia Sachse
Senior Copywriter: Noha Fahmy
Intern Art Director: Luis Garcia
Head of Capacity Management: Paulina Gonzalez
Business Director: Björn Wilke
European Strategy Director: Sophia Görner
Junior Strategist: Ruslan Ivakhnenko
New Business Director: Carsten Kritscher
Client: Kellanova (Cluedo)
Digital Activation Manager DACH: Till Prause
Senior Market Activation Manager Pringles DACH: Andreas Billker
Communications Specialist Corporate Affairs DACH: Uta Robker
Junior Activation Manager POSM: Cedric Bethkenhagen
