Pringles has introduced a new European brand platform titled “Pass the Pringles”, positioning the iconic snack as a catalyst for shared moments and spontaneous social connection. The integrated campaign is rolling out across 14 European markets, building on the consumer insight that people do not just enjoy Pringles individually but often associate the brand with sharing experiences and lighthearted interaction.
At the centre of the campaign is a hero film directed by the Cannes Grand Prix-winning collective Traktor, featuring two acrobatic window cleaners who go to elaborate lengths to pass a tube of Pringles while suspended on a skyscraper. Supporting social content expands this idea into everyday contexts such as gaming sessions, football gatherings and casual social occasions, encouraging consumers to see Pringles as a social snack rather than a solitary indulgence.
The campaign extends strongly into participatory digital culture. A TikTok activation invites users to create content that captures spontaneous moments of kindness or connection by passing Pringles to someone who needs a lift, aiming to generate a chain reaction of positive social interactions. This approach reflects broader brand efforts to embed products into lived social moments rather than traditional advertising narratives alone.
The platform has been developed by an integrated agency team including AMV BBDO, Carat, Jones Knowles Ritchie, RPM and Hogarth. Out-of-home placements across major European cities feature diverse characters ranging from astronauts to gamers and business professionals, all connected through the symbolic act of passing a Pringles tube. Jones Knowles Ritchie created a refreshed brand world for the platform, while Hogarth handled localisation and production of more than 600 adapted assets across multiple channels to ensure cultural relevance across markets.
Retail activation, PR activity and shopper marketing support the rollout, with RPM developing a pan-European toolkit designed to translate the brand idea into scalable in-store executions, partnerships and promotional initiatives. Media deployment spans television, connected TV, video on demand, social platforms, influencer collaborations and large-scale outdoor placements, with initial launches in the UK, Germany, France, Italy, Spain, the Netherlands and Poland followed by additional Central and Southeast European markets later in the year.
According to Paul Humphries, Chief Marketing Officer at Pringles, the campaign responds to the pressures of modern lifestyles where opportunities for informal connection can easily be overlooked. By encouraging consumers to “Pass the Pringles”, the brand aims to frame a simple snack-sharing gesture as a small but meaningful way to spark social interaction.
