Pringles’ new platform “Pass the Pringles” aimed to further brand growth of global snack icon

Pringles, one of the world’s most iconic snack brands, is launching a new mood-lifting European brand platform, “Pass the Pringles”. Rolling out across the UK (and 13 other countries across the continent), the integrated campaign centres on creating playful connections sparked by passing a tube of Pringles, reflecting the real-world insight that people don’t just enjoy eating Pringles – they enjoy sharing them.

This investment in its powerful brand equity represents Pringles’ ambitions to grow penetration in 2026, building on its position as the UK’s number one large sharing crisp brand*, and driving consideration across more consumer occasions.

By elevating the simple act of passing a tube of Pringles into a distinctive brand platform, the campaign reinforces its role in driving playful, shared connections for consumers - from at-home gatherings to casual, spontaneous occasions. For retailers, this focus on connection and permissive sharing helps keep Pringles front‑of‑mind in a competitive savoury snacks category, supporting both frequency of purchase and long-term brand growth.

The hero film of the Pass the Pringles campaign is directed by triple Cannes Grand Prix-winning collective Traktor. It follows two acrobatic window cleaners who go to extraordinary lengths to pass a tube of Pringles while suspended halfway up a skyscraper. As they swing playfully across the building, office workers inside look on in astonishment, while the iconic 80s track “St Elmo’s Fire (Man in Motion)” by John Parr, powers the action.

Following the initial broadcast launch, the campaign will deepen engagement with priority communities such as gaming and football fans, using targeted digital media and influencer activations that encourage consumers to “Pass the Pringles” as a gesture of playful kindness.

The campaign has been created by an integrated agency team comprising AMV BBDO, Carat, JKR, RPM and Hogarth. High-impact static and digital out-of-home, developed in partnership with Carat, are landing across Europe, including London, Madrid, Berlin, Paris and Milan. The OOH assets feature everyone from astronauts and aliens to gamers and businesswomen, all connected by the act of passing a tube of Pringles. Global branding agency, Jones Knowles Ritchie (JKR) has developed a new, distinct brand world for the new “Pass the Pringles” platform.

The campaign also launches in Germany, France, Italy, Spain, the Netherlands and Poland in February, followed by Belgium, Romania, Czech Republic, Hungary, Croatia and Bulgaria in Q2. Media activity spans TV, Broadcast VOD, CTV, VOL, Social, Out-of-Home and influencer partnerships.

Paul Humphries, Chief Marketing Officer at Pringles: “The new campaign is built on a clear and highly relevant insight: as we get caught up in the demands of modern life, we often let opportunities for connection with other people pass us by. We’re encouraging people to break the cycle and ‘Pass the Pringles’ sparking a moment of playful connection”