Pringles is launching a new mood-lifting European brand platform, “Pass the Pringles”. Rolling out across the UK (and 13 other countries across the continent), the integrated campaign centres on creating playful connections sparked by passing a tube of Pringles, reflecting the real-world insight that people don’t just enjoy eating Pringles – they enjoy sharing them.
This investment in its powerful brand equity represents Pringles’ ambitions to grow penetration in 2026, building on its position as the UK’s number -one large sharing crisp brand, and driving consideration across more consumer occasions.
Following the initial broadcast launch, the campaign will deepen engagement with priority communities such as gaming and football fans, using targeted digital media and influencer activations that encourage consumers to “Pass the Pringles” as a gesture of playful kindness.
The OOH assets feature everyone from astronauts and aliens to gamers and businesswomen, all connected by the act of passing a tube of Pringles.
The campaign also launches in 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, Out-of-Home and influencer partnerships.
Paul Humphries, Chief Marketing Officer at 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 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”