Advertising folk get excited about new product launches. But what about real people? Not so much. That was the challenge we faced at the launch of Pringles Multigrain. People know Pringles and they know multigrain snacks, so how do you make Multigrain Pringles the most attention-grabbing, entertaining launch there is? Our canvas was set with out of home media booked. We needed a poster to get people talking.

Our out of home media had to go as far as possible to get attention and get people talking about our new product. The ambitious goal we set was to make poster ads so entertaining, people would post pictures of them on social themselves and spread the message even further.

Everyone knows what Pringles are and what ‘multigrain’ means. With little budget, our objectives were simply to maximise attention and remind people to try our new product in their next shop. We delivered over 27m impressions, and our films got over 6.3m views. What’s more, our typo generated enough Twitter shaming to reach an extra 7m people. Over £3.8m of Multigrain has been sold since launch.

We wanted to talk to people who loved Pringles and valued healthy snacking. This audience knew what multigrain was. They just needed to remember the new news: Pringles now comes in Multigrain.

With little money to spend, how do you get people thinking about a new product with a single poster idea? Starting with OOH we created a joined-up strategy encouraging people to repost our posters, share socially to earn extra reach.

They say people don’t really talk about ads. But when we did social listening there was one common theme: the public love to criticise. To them, there’s nothing more enjoyable than watching someone f*ck up. We needed to create an error that effected the brand positively. Fortunately for us, people love grans. They’re the nations sweetheart. And with one small letter change, we could tap into their positive effect, whilst people pointed out the negative.

Placement Our 'typo' posters ran across the UK in 48 and 6 sheets from high streets and main line train stations to London Underground.

The ‘typo’ poster needed to look convincing. We made the design look very basic, like a piece of adaptation software could have created it. Anything too considered would imply that someone had spent time designing and crafting it, so it was important for it to look like that hadn’t happened. It needed to look like it had gone under the radar and found itself on billboards. If people had thought for a second that the typo was intentional... the game was over.

The response film needed to feel educational in a tongue-in-cheek way. We executed it like a slide show with an informative VO over- explaining the difference between ‘grain’ and ‘gran’. This allowed us to make the film longer form which added to the humour.

With little budget, our objectives were to maximise attention and get people talking about our new launch. We delivered over 27m impressions, and our films got over 6.3m views. What’s more, our typo generated enough Twitter shaming conversation to reach an extra 7m people (even Innocent, Specsavers, Krispy Kreme and Grammarly couldn’t resist weighing in on the action). Over £3.8m of Multigrain has been sold since launch.