Pringles is debuting its first-ever television advertisement during the Super Bowl, which will star Saturday Night Live alum Bill Hader. Pringles and Hader will be showcasing a new chip concept called ‘Flavor Stacking,’ which requires layering different flavors of the chips.
Hader will star in the ad, which the brand hopes with bring laughs as it shows fans ‘Flavor Stacking’ can be a tasty wave of the future. While the ad hasn’t been released yet, a behind-the-scenes video interview (above) shows Hader's dry humor on full display. He even suggests an Oklahoma flavor stack, made of catfish (he’s joking).
Due to their uniquely uniform shape, Pringles crisps are perfect for stacking, leading to approximately 267,720 unique flavor stacks. To create a flavor stack, fans need to grab a few of their favorite Pringles flavors, stack them and take a bite. The brand suggests flavor combos such as Pringles Bacon Wrapped Jalapeno Popper Stack, using its Bacon, Loaded Baked Potato and Jalapeño flavors, or Pringles Pico De Gallo Stack, combining Extra Hot, Jalapeño and Loud Fiery Chili Lime.
"Fans are already familiar with Pringles' wide variety of flavors, but we want to show them how stacking their favorite flavors can 'wow' their taste buds in a whole new way," said Yuvraj Arora, senior vice president of marketing for Kellogg's US-snacks division. "Since most people's reaction to flavor stacking is 'wow,' we brought on the one person who could bring endless faces and reactions to that one word. Plus, Pringles is known for steering clear of conformity and being a playful instigator, two attributes embodied perfectly by Bill Hader."
Grey NY, Pringles' advertising agency of record, came up with the idea of flavor stacking when sitting around the office eating Pringles. When it dawned on them that they could create new flavors by stacking them, they took the discovery and made it a big moment.
The team brought in Hader and 'Documentary Now!' Director Rhys Thomas to star in and direct the ad. Thomas and Hader first met when Rhys was directing and producing shorts for SNL and they have a history of working together.
"I'm excited to be working with Pringles. I had no idea you could stack them until this experience," said Hader.
The 30-second ad will air during the second quarter of the game and will be seen nationally on TV, online streaming versions of the game and for those watching on Telemundo. The full ad can also be seen beginning January 25 on YouTube. The ad will be supported by a fully integrated marketing campaign including PR, digital and social media.
People can search social media platforms with the hashtag #PringlesStack to follow along.