Pringles pops open new brand slogan after decades

Pringles has a new slogan - "Mind Popping"! This marks a move away from the iconic "Once You Pop, You Can't Stop" slogan which was first introduced in 1996. To acquaint consumers with its new brand positioning, the potato chip brand released a mind popping spot about the theory of evolution.

In the spot, Pringles tickled consumers by sharing that the universe formed into the shape of a Pringles chip and that humans evolved for one reason only - Pringles. As a result, humans grew opposable thumbs to pop the can, tongues to fit the saddle-shaped chips, and taste buds to savour the iconic Pringles flavour. 

And of course, there is no better way to wrap up an ad inspired by the theory of evolution without featuring Charles Darwin himself. "I am Charles Darwin and I fully endorse this theory," said Darwin's bust which had some Pringles on the side.

The ad took two years to develop and was done in collaboration with Grey London. It will run on TV, social media, online video, radio, OOH and video on demand. Carat, Red Havas, and production company Friend were involved in the production of the campaign. 

Stephen Duggan, Pringles’ activation brand lead said: ‘’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, said: “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.”

Alongside the campaign launch, Pringles will host a five-minute Mind Popping light show created by experiential agency Onepointfive at the Lee Valley VeloPark (London 2021 Olympic Velodrome), featuring animations and influencer content from Ollie.B - showing how Pringles is the most Mind Popping snack in the universe.

Pringles refreshed its packaging for the first time in 20 years in December 2020. The new packaging features bold hues and a clean design, highlighting the crisps' inventive flavours and unique, stackable shape. Its mascot, Mr. P, was also given a sleeker look, including a more dynamic moustache, sharper bow tie, sparkling eyes and expressive eyebrows. 

Meanwhile, Pringles is also one of the advertisers in this year's Super Bowl, returning for the fifth consecutive year with an unexpected twist. Gareth Maguire, senior director of marketing for Pringles, said it is bringing something fun and completely new to its fan base and Super Bowl viewers.

"Our fans will be both surprised and excited to see us address an age-old problem with a pretty delicious, and 'worth it' risk during the most anticipated sporting event of the year," he added. The 30-second spot will be brought to life by the Grey Group and supported by a fully integrated campaign including PR, digital and social media.

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