Pringles is challenging consumers to ‘Step Up the Spice’ through a socially-led campaign to promote its new Sizzl’N product range.
Working with global agency We Are Social, Pringles will challenge people to see how hot they can go by trialling the progressively spicy flavours, from Kickin’ Sour Cream (Medium), to Spicy BBQ (Hot) and finally, Cheese & Chilli (Extra Hot).
A brand-first Snapchat AR filter has brought the infamous 'Floor is Lava' game to life for Pringles fans. By using Snap’s ground segmentation technology, users need to reach a can of Pringles without touching a lava-covered floor.
Much like the different flavours, each level of the game gets more intense, drawing on visual inspiration from the new cans. Pringles is working with influencer partners to drive participation in the game, as well as encouraging fans to challenge one another.