By John Glenday | Reporter

Pringles

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Super Bowl article

February 9, 2022 | 2 min read

Pringles has pounced on research suggesting that 43% of consumers have had their hand wedged at the bottom of the snack brand's distinctive tube packaging while rummaging for the last shattered chips to inform its latest Super Bowl message.

The comical spot makes light of the social faux pas by declaring any discomfort to be 'worth it' for one last crunch by showing the misadventures of one Pringles addict from a difficult first date to struggling to raise children with a can wedged permanently on his right hand.

The tongue-in-cheek campaign invites sports fans to get 'stuck in' during the Big Game and wear their Pringles cartons with pride.

Gareth Maguire, senior director of marketing for Pringles, said: "We took a new direction for this year's campaign, honing in on an insight and real situation only our fans encounter when snacking on Pringles straight out of our one-of-a-kind can. But we put a spin on that idea, proving that our delicious crisps are worth getting your hand stuck in a can for — a 'risk' that is inherently Pringles."

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Realized by Grey New York the humorous take positions the Kellogg's-owned brand as a distinctive alternative in the crowded snacking space. Chief creative officer Justine Armour said: "Who knew that so many people out there, and dating so far back, had this 'problem' unique to the brand's beloved packaging? We thought it was time Pringles addressed what is clearly a real and enduring, yet worth it 'risk' for fans."

The Big Game spot launches a year-long TV and online media campaign targeting Hispanic audiences with brand fans on Instagram and TikTok sharing their own snacking snafus including personality Keke Palmer and perfectly named professional footballer Byron Pringle.

In 2020 Pringles took its 'flavor stacking' messaging up a gear by trapping Rick & Morty in its Super Bowl commercial.

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