Pringles launches Pass the Pringles campaign

Pringles has launched a pan-European brand platform, Pass the Pringles, with an integrated campaign running across 14 markets from this month.

The platform centres on the act of passing a tube of Pringles to spark playful connection, drawing on the insight that the brand is closely associated with sharing.

Sharing at the heart of the creative idea

The campaign positions Pringles as a social snack that brings people together in everyday situations. It responds to the idea that opportunities for light-hearted connection are often missed in modern life.

The hero film, directed by the collective Traktor, follows two window cleaners suspended high above a city as they attempt to pass a tube of Pringles between them. Set to St Elmo’s Fire (Man in Motion) by John Parr, the film shows office workers watching the exchange unfold from inside the building.

Integrated activation across Europe

A series of social films extends the idea into everyday moments, including gaming sessions, football viewing and aperitivo occasions. On TikTok, the brand is inviting users to create their own films showing spontaneous acts of connection centered on passing a tube of Pringles.

The campaign has been developed by an integrated agency team including AMV BBDO, Carat, Jones Knowles Ritchie, RPM and Hogarth.

High-impact static and digital out-of-home placements will run in cities including London, Madrid, Berlin, Paris and Milan. Jones Knowles Ritchie has developed a distinct brand world for the platform, while RPM created a pan-European shopper toolkit to support retail activations. Hogarth delivered cultural consultancy and localization, producing more than 600 adapted assets across TV, VOD, VOL, social and out-of-home.

Targeted engagement with key communities

Following the broadcast launch, the campaign will focus on gaming and football communities through digital media and influencer activity designed to encourage audiences to Pass the Pringles as a gesture of playful kindness.

The rollout begins in the UK, Germany, France, Italy, Spain, the Netherlands and Poland in February, followed by Belgium, Romania, Czech Republic, Hungary, Croatia and Bulgaria in the second quarter. Media activity spans TV, broadcast VOD, CTV, VOL, social, out-of-home and influencer partnerships.

Paul Humphries, Chief Marketing Officer, 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"

www.pringles.com

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