Context: In Mexico, Pringles has a very low market share, so standing out with new audiences is crucial for its growth.

Brief: Create a Pringles campaign for Valentine's Day while maintaining the brand's humorous tone and slogan: "Pringles Mind Popping".

Objectives: Increase brand awareness and product sales.

Budget: The diamond production was 7.500 USD and the ring 1.200 USD. In total, 9.000 USD were spent on the ring's making.

The brand slogan is "Pringles Mind Popping" but to truly deliver on it and not just say it, we have to genuinely impress the Generation Z hungry for seeing different things.

How do we pop their minds on Valentine's Day too?

We created the love ring: Love for your lover and love for your Pringles. A 14-karat gold engagement ring with the iconic shape of our product and featuring a very special diamond: the world's first diamond made from Pringles chips. (Literally).

This Pringles is truly forever.

Our target audience consists of Generation Z teenagers and young millennials. A generation glued to their smartphones, bombarded by countless brands, always seeking the latest trend. Yet, in their free time, they create and seek out humorous memes. We had to create a very eye-catching Valentine's Day campaign. Something disruptive, something they hadn't seen before, something they would love to have and would do anything to win.

Additionally, we needed to merge the world of love associated with the occasion with our product, using Pringles' humorous and disruptive tone. We wanted to pop our fans' minds on Valentine's Day as well.

We gathered 200 grams of Pringles, sent them to a diamond laboratory, burned them, turned them into ashes, subjected them to pressure and high temperatures, and obtained a 0.5-carat diamond with a certificate of authenticity. Then, with the help of a goldsmith, a 14-karat gold ring was crafted with the iconic shape of the Pringles chip as the base and the Pringles logo, Mr. P., as the signature.

That engagement ring served as the prize for our Valentine's Day digital contest. The person who demonstrated, in the most creative way, their love for both their lover and Pringles emerged as the winner. We promoted the campaign on our social media channels, with influencers, and through various media outlets in the country. Contestants' videos were used to create user-generated content (UGC), and it all culminated when the winner presented the ring to their fiancée.

2.632.449 views across all media featuring Pringles Diamond.

1.217 videos generated by fans to participate in the contest.

+22% increase in sales vs. the same season last year.

Brand perception exceeded fans' expectations by “Popping their minds” once again.