Pringles have been around since the ‘70s and the brand had made no effort to engage a younger audience. Their traditional advertising focused around sharing didn’t resonate with cynical 16-24-year-olds with short attention spans, who spent all their time on social media.
We had to give teens a reason to engage with Pringles. Our insight came from the sea of messages on social media, text, and IM they receive. Rather than encourage them to ‘share’ we gave them an opportunity to ‘out’ those who share too much. We created a Facebook first – an ‘overshare’ button that was an instant hit, that let people know if they had overshared. Three million Pringles fans around the world spread the word. Digital OOH showcased some of the funniest overshares. Press and digital banners drove people to the Help the Oversharers page where live feeds showcased overshares and allowed them to be shared and discussed.
It went viral quickly with 700 likes in the first two hours, and with 1 in 4 people downloading the plug-in. Sales quickly started to rival Doritos, the No.1 youth snack in different markets around the world. The campaign received two nominations at Cannes Lions.
Creatives: David Harris, Hannah Riley, Simon Diss, Sophie Clark, Fiona Clark
Pringles Help the Oversharers
Helping millennials ‘out’ the people who overshare, to highlight the things really worth sharing