Pringles’ challenge was to stay fun and fresh to young consumers. We decided to “change” our flavor without really changing our flavors. We made up the theory that mixing 2 existing Pringles flavors can give you a totally new one and pose the challenge: Does mixing 2 flavors trick you with a new taste? We documented a series of phony ‘blind taste tests’ across several countries, in which respondents gave all sorts of yummy (albeit incorrect) answers. We then smacked them with an adrenaline-rushing prank when revealing the true flavors!