Facing growing competition, including a rival brand’s launch of a canned salty snack mimicking Pringles iconic packaging, the Pringles brand was challenged to be at the forefront of trends and create a memorable and shareable snacking experience featuring their iconic crisps to keep the product top of mind and front of pantry for consumers. The brand’s primary goals for the campaign were to:

∙Drive brand and product awareness through media coverage in various verticals

∙Create a culturally relevant eating experience that highlights the product’s unique attributes (shape, flavor and texture) and is designed to be shared on various social platforms

∙Drive positive brand sentiment and increase purchase intent among the brands primary target consumers

Luxury has been making a mockery out of everyday people, stealing their style and making the ordinary overpriced and out of reach.

With a mission to make 'great' accessible to all, Pringles aimed to make luxury available for the little guy.

So, we stole food from the fancy, joining forces with one of the world's premier caviar brands to create a top shelf brand made for the masses: Introducing the Crisps and Caviar Collection.

Served in customized kits, we transformed the pretentious into an affordable cabinet staple, turning fans' caviar dreams into a reality – making luxury accessible.

Partnering with The Caviar Company, a woman-owned seller of the finest sustainable caviar, we paired three fan favorite Pringles flavors with two types of caviar and roe. This elevated, yet affordable kit let everyone experience a taste of luxury.

Our insight was that luxury has become unattainable for everyday Americans. Pringles, a brand that believed everyone was entitled to ‘great taste,’ wanted to provide a luxurious but affordable eating experience that would be normally considered “out of reach”.

Our target was the exceedingly tough-to-break-through-with Zennial audience – aiming to spark mass conversation and reinforce Pringles’ food and pop culture credibility. We knew traditional advertising simply isn’t working with our audience, so we had to find a resonant way to get our crisps on the tip of their tongues.

To ensure media and fans would engage, we choreographed a multi-phase approach. We started with embargoed outreach and sampling with top-tier media targets to encourage a groundswell of coverage. We then officially launched our PringlesandCaviar.shop microsite via social announcements, driving consumers to purchase. Finally, we sustained momentum with amplified influencer tastings and daily drop announcements on brand channels.

Our campaign was first (unofficially) launched a week before our product became available, at the apex of excess luxury - The Real Housewives of New York. Pringles caused drama on this reality show among the "housewives", over whether Pringles and caviar were a worthy match. One “housewife”, Erin Lichy, loved the collaboration so much, she and her husband posted about the kits and engaged with fans about the kits in the comments.

During the same time, we sent our kits to influencers and media, targeting authentic voices as well as gift guide editors ahead of the upcoming December holiday coverage. We also leaned into the reality show drama to tout a relevant cultural tie-in and engage the show’s fanbase. Creators shared their positive taste-test reviews to their nearly 30MM fans, driving almost 1,000 purchases and 35k visits to the product page. We amplified this coverage across organic and paid social.

The “Crisps and Caviar Collection” generated viral brand love and record-breaking results. The kit quickly sold out and was immediately restocked to meet demand. From average consumers to mainstream media, everyone was craving the combination.

∙2.4B impressions (1B impressions within the first 48 hours of launch)

∙Generating 81% of headlines compared to competitors, Doritos and Lays during the first two weeks of launch

∙22% increase in brand search

∙2.1K consumer shares of earned media articles

∙$100K+ of sales

∙Influencer content surpassing purchase intent benchmarks at 303%

∙Fans (and even celebs!) losing their minds over the collab across social, with 1K social posts across channels and content creators like @remibader and @serenakerrigan calling the pairing the “collab of my dreams” and Saved By The Bell actress, Tiffani Amber Thiessen, commenting on the brand’s social post saying, “Let’s goooooo I need this 🔥🔥🔥”.

The partnership was mutually beneficial for The Caviar Co., Their sales increasing 187% year-over-year and attracted 641 new customers to their brand during the launch month.

Wholesaler Costco mimicked our kits by placing Pringles and caviar together in their stores. Costco organically posted twice on their channels with direct links to purchase the trending pairing, leading to more on-shelf sales of our kits. It also caught the attention of Lobster Place in NYC, inspiring the restaurant to serve three custom dishes of Pringles, caviar, chives and crème fraîche to customers.