Pringles has launched #PlayWithPringles, a series of activations created by global socially-led creative agency We Are Social, focused on how the brand can bring people together and add some fun into everyone’s lives.
The current iteration of the campaign is called ‘What’s Your Flavour’ and will run in the UK and Germany. It taps into existing social conversations of people coincidentally ‘glamming up’ in one-colour outfits and being likened to a Pringles tube as they plan real-life social occasions following the relaxation of lockdowns. We Are Social will identify these social media users, while encouraging others to deliberately do so, and engage with them via a ‘What’s Your Flavour’ film. Pringles will curate and celebrate UGC from people who’ve dressed as their favourite Pringles flavour.
Pringles has also commissioned creators to film playful videos which show the glow-up from a lacklustre lockdown outfit to a Pringles-inspired block-coloured ensemble. These will be shared on the creators’ and Pringles’ social media channels over the coming weeks.
The campaign is led by We Are Social’s London office and builds on the success of the first iteration of the campaign earlier this year, which saw the brand and We Are Social develop a ‘quacking’ Snapchat Filter and a Pringles ‘Pop’ TikTok dance challenge.
Stephen McSweeney, Digital Marketing Manager, Pringles, said: “#PlayWithPringles aims to capture that joy we find as we connect with our friends and family in different ways. Summer might be shaping up a little differently this year, but that doesn’t mean that we can’t still have a little fun and look forward to the smaller moments, whether it’s a socially distanced gathering with a small group of friends in the park, or getting dressed up for a night in.”
Charlie Cottrell, Group Creative Director | Head of Editorial, We Are Social, added: “It’s exciting when we see new behaviours emerging online, and even better when we can tap into them for a campaign. Fashion choices are currently such a hot topic on social that we had a huge amount of content to inspire us. Pringles is a great brand to work with, it has an engaged and dedicated online fanbase who are always receptive to having a bit of fun, and this campaign certainly does that.”
#PlayWithPringles is part of the brand’s ongoing Summer Equity campaign and will support the wider campaign activity with both paid and organic content, created by We Are Social.
Source: We Are Social