Following on from news earlier this week that Pringles would be offering retailers VIP cricket prizes, the snack brand is now launching a new mood-lifting European brand platform, Pass the Pringles.
Rolling out across the UK as well as 13 other countries across Europe, the campaign centres on creating playful connections sparked by passing a tube of Pringles, reflecting the real-world insight that people enjoy sharing them.
The investment “represents Pringles’ ambitions to grow penetration in 2026,” it said.
By elevating the simple act of passing a tube of Pringles into a distinctive brand platform, the campaign reinforces its role in driving playful, shared connections for consumers - from at-home gatherings to casual, spontaneous occasions.
For retailers, the brand said this focus on connection and permissive sharing helps keep Pringles front‑of‑mind in a competitive savoury snacks category, supporting both frequency of purchase and long-term brand growth.
The Pass the Pringles campaign film follows two acrobatic window cleaners who go to extraordinary lengths to pass a tube of Pringles while suspended halfway up a skyscraper.
Following the initial broadcast, the campaign will deepen engagement with priority communities such as gaming and football fans, using targeted digital media and influencer activations that encourage consumers to pass their tubes as a gesture of playful kindness.
Media activity spans TV, broadcast VOD, socials, OOH, influencer partnerships and more.
Paul Humphries, chief marketing officer at Pringles, said: “The campaign is built on a clear and highly relevant insight - as we get caught up in the demands of modern life, we often let opportunities for connection with other people pass us by.”
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