Pringles® will advertise for the first time ever during Super Bowl LII on Feb. 4. As a leader in the snacks category, and with an estimated 11.2 million pounds of chips* consumed on game day, Pringles is set to introduce Americans to an entirely new way to enjoy their Pringles: “Flavor Stacking.” Each stack is made with a variety of Pringles’ flavor combinations; for example, fans can combine Cheddar Cheese + Sour Cream & Onion + Jalapeño crisps to enjoy the ‘Hot Tamale Stack’. With so many delicious flavors of Pringles, the stacking possibilities are endless on game day spread.
The spot will mark the official TV kick off for the Pringles ‘Flavor Stacking’ campaign which will run throughout 2018. The effort is the latest example of Pringles’ focus on celebrating fun and encouraging playful behavior.
Super Bowl weekend is a historically strong weekend for the Pringles brand, with in-store dollar and unit sales well above normal levels. Last year’s Super Bowl weekend was the 4th highest weekend in sales for the brand, falling just behind other historically salty snack oriented weekends such as July 4th and Memorial Day.
“The Pringles Super Bowl advertisement is an opportunity to show people a fun, new way to enjoy their favorite Pringles flavors with their family and friends. Whether there are four people at home or 30 people at your party, this idea’s ‘now why didn’t I think of that?’ spirit brings a whole new way to snack during the big game this year,” said Yuvraj Arora, senior vice president of marketing for Kellogg’s U.S. Snacks division.
The spot is created by Grey Group and will be supported by a fully integrated marketing campaign including PR, digital and social media.
“‘Flavor Stacking’ Pringles is one of those things that seems so stupidly obvious in hindsight. But relatively few people have thought to do it. We’ve harnessed the incredulous reactions after people are introduced to ‘Flavor Stacking’ in an entertaining and hilarious spot,” said Brian Platt, Group Creative Director of Grey Group New York.
Full details of the advertisement and its supporting initiatives have not yet been disclosed but exclusive sneak peeks of the spot are to come. To hear more head to @PringlesUS on Twitter and Instagram and check out Facebook.com/Pringles with the hashtag #PringlesStack.