Pringles: DIPbate Newsjacking Extraordinaire
To help launch Pringles Tortilla Chips, we created an award-winning, irreverent Social and Experiential PR campaign.
The challenge
Make a Boldly Delicious Move into the Chip Market
Our campaign had to be memorable to capture the attention of our target audience of Social Amplifiers and Connectors, who are always looking to break out of the mundane
The solution
Newsjack the Toronto Mayoral Election with a Contentious DIPbate
We knew the Mayoral election was all-consuming for media and voters. To raise awareness of Pringles Tortilla Chips and highlight its playful personality, we used real-time marketing and newsjacking. Our goal was to command attention and generate earned media and digital traction.
We launched The Great #PringlesDIPbate platform, making “To Dip or Not to Dip” an election issue. Our 360° campaign connected with Canadians in the real world and online, with video identified as the most engaging medium on social media. We chose comedian Matt Philips as our #PringlesDIPbate celebrity interviewer.
Our rally team, featuring picket signs, T-shirts, a mariachi band, and Pringles mascot Mr. P, brought the campaign to life in Toronto. For two weeks, our team, including a videographer, added unpredictable fun to the election.
We connected with leading candidates like John Tory and Olivia Chow, as well as fringe politicians including Chandler Mallard (a duck) and Sketchy the Clown. Even local celebrity Mike Pinball Clemons weighed in on the issue.
We produced nine YouTube videos, with candidates eagerly participating and sharing the content on their channels. A national earned media and blogger relations campaign supported the #PringlesDIPbate, and influencers across Canada hosted and shared fun #PringlesDIPbate fiestas.
We successfully disrupted the election campaign by showcasing Pringles’ personality, generating 24.6+ million social media impressions (26 times our goal), driving sales beyond forecast, and winning Best Digital Campaign of the Year from the Canadian Public Relations Society, with some crediting Pringles Tortilla Chips for giving John Tory a boost in the polls.
The results
Awesome Sales, Beating Forecast
- 40+ Million Impressions
- 4.7M+ YouTube Views
- 5K+ Pringles Dipped & Not Dipped
Results
Does your brand need help cutting through the clutter? Are you looking for fresh thinking and modern storytelling that gets results?
Please contact us to collaborate on award-winning campaigns. We can’t wait to get started!
