Pringles revives 'Once You Pop' campaign
The brand reintroduces its nostalgic tagline with updated creative for Gen Z.
Pringles is reintroducing its 1990s-era “Once You Pop” campaign with a modern update: “Once You Pop, The Pop Don’t Stop.” The refreshed platform aims to engage a new generation of snackers while reconnecting longtime consumers with a familiar brand message.
The campaign launches with a new ad spot titled “Duck King,” which features a young man using Pringles crisps to mimic duck lips. The gesture prompts nearby ducks to crown him their leader and carry him away to rule their kingdom. The spot blends nostalgic references with contemporary humor and was directed by Thomas Ormonde.
“We’re bringing back one of the most iconic taglines in pop culture—‘Once You Pop, The Fun Don’t Stop’—with a fresh twist for today’s audience,” says Mauricio Jenkins, U.S. head of marketing for Pringles. “It’s packed with the kind of humor and energy Gen Z loves, staying true to our flavor forward roots, while giving a playful nod to those who remember the original. Keep an eye out for where Pringles pops up next.”
“Pringles is one of the most unique snack brands out there. It’s functional, yet playful,” says Dan Kelly, executive creative director, FCB New York. “So, as we dove into the creative, we aimed to find the fun in the functional. To take something true about Pringles and then take it to an unhinged place that mirrors Gen Z's feed. There’s so much to explore with this brand and this iconic tagline, and we can’t wait to continue to build this world where the pop-sibilities are endless.”
The campaign was developed in partnership with FCB New York and supported by Weber Shandwick, Starcom, and CIEN+. According to brand data, 69% of surveyed consumers remain familiar with the original tagline, and 51% associate it with Pringles.
The “Duck King” spot is expected to debut on YouTube this week. Additional campaign elements will roll out across Pringles’ social media channels.
Kellanova (formerly Kellogg’s) is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.
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