What's Happening?
Pringles is reviving its iconic 'Once You Pop, the Fun Don’t Stop' campaign from the 1990s, targeting a new generation with a fresh twist. The campaign, titled 'Once You Pop, The Pop Don’t Stop,' is created
by FCB New York and aims to appeal to both Gen Z and older generations who are nostalgic for the original. The campaign features a 30-second spot called 'Duck King,' directed by Thomas Ormonde, which humorously depicts a young man using Pringles to create 'duck lips' and becoming the leader of a flock of ducks. Mauricio Jenkins, U.S. head of marketing for Pringles, stated that the campaign is designed to resonate with Gen Z's love for humor and energy while maintaining the brand's flavor-forward roots. The campaign will be broadcast nationwide on TV and social media platforms.
Why It's Important?
The revival of the 'Once You Pop' campaign signifies Pringles' strategic move to connect with Gen Z, a demographic known for its influence on social media trends and consumer behavior. By tapping into nostalgia while infusing modern humor, Pringles aims to strengthen its brand presence and appeal across generations. This approach could potentially increase brand loyalty and market share in the competitive snack industry. The campaign's focus on viral, absurd content aligns with current social media trends, potentially enhancing Pringles' visibility and engagement online. The decision to end its long-term relationship with agency Grey and collaborate with FCB New York reflects a shift in creative direction, aiming to capture the dynamic preferences of younger audiences.
What's Next?
Pringles plans to continue developing energetic and humorous content that aligns with the viral nature of social media. The success of this campaign could lead to further innovative marketing strategies targeting Gen Z and other key demographics. As the campaign rolls out, Pringles will likely monitor consumer reactions and engagement levels to refine its approach. The brand's ability to adapt to changing consumer preferences and leverage nostalgia effectively will be crucial in maintaining its competitive edge in the snack market.
