If you asked people to “name a potato chip”, they were less likely to name Pringles. The brand struggled to be top of mind. In other words, people didn’t think about Pringles. Our objective: change that.

Our audience was 18-35 year olds. While they may not keep Pringles’ crisps top of mind, there’s one thing they do keep top of mind: the Pringles logo, Mr. P. Data shows that the iconic logo is the most recognizable face (and ‘stache) in snacking. Pringles fans love to speculate and form conspiracy theories about who Mr. P is – with 32k+ Mr. P ‘theories’ flooding social media over the past two years. The brief: get Pringles Hollywood movie-level of attention… without ever really making a movie.

In the film, American actor Chris Pratt grows a mustache that looks exactly like the Pringles logo, Mr. P. This similarity is spotted by a store cashier, who finds it hilarious and posts about it on social media. The “Chris Pratt as Mr. P” meme explodes across the social stratosphere, until it captures the attention of a Hollywood producer. The producer offers Chris “the role of a lifetime” – making him the star of the new Pringles Hollywood movie, “Mr. P.”

We seized on the opportunity of a Mr. P movie, and let the world fill in the blanks. Fans created fan-made trailers, IMDB pages, casting reviews and even sold a potential script on eBay. The impact: A movie no one has seen became impossible to unsee – earning Pringles movie-level attention, without making a movie.

6+ billion earned impressions – more than any other Pringles Super Bowl ever.

98% positive media sentiment

5x more PR articles than Pringles 2023 Super Bowl

60% more PR headlines than Pringle’s top competitor, Dorito’s

And the attention of our target (18-35):

500% more social conversation than Pringles 2023 Super Bowl

91% of organic social conversation driven by our target

‘Chris Pratt mustache’ trending on Google the evening of the Super Bowl

3x More “Pringles x Chris Pratt” Google searches than “Verizon x Beyonce” searches

Pringles Google searches doubled the day after big game