Pringles
Learn How Pringles Leveraged a Branded Effect to Raise Awareness and Engagement
The objective
Turning a snack into a viral moment
In November 2024, Pringles set out to capture the imagination of TikTok users across the United Kingdom, France, Spain, and Italy. Their goal was simple yet ambitious: grab attention, spark creativity, and make the Pringle shape the star of a new TikTok movement.
By tapping into TikTok’s culture of playfulness and participation, Pringles aimed to mobilize audiences to interact with their brand in a fun and memorable way, ultimately reinforcing the unique, iconic identity of their product.
The solution
#Pringling comes to life
Working closely with agencies and TikTok’s in-house teams, Pringles launched the #Pringling campaign - a modern twist on the viral “planking” trend of the past. The challenge encouraged users to get creative by shaping their bodies like a Pringle in different real-world settings.
To power the challenge, Pringles used two of TikTok’s brand solutions:
Branded Effect
A custom, interactive effect designed specifically for this campaign used body-tracking technology to measure how closely participants could mimic the Pringle curve. Each attempt was scored on a “% Pringle” scale, creating a gamified experience that was fun, shareable, and uniquely tied to the brand.
Branded Mission
This solution allowed Pringles to crowdsource authentic user-generated content (UGC) by inviting TikTok creators and everyday users to submit videos to the campaign. The best submissions were then amplified through paid media, ensuring the content not only reached massive audiences but also carried the authenticity and creativity of the TikTok community itself.
Together, these solutions created a campaign that felt both playful and participatory, while keeping Pringles at the center of the story.
The results
A viral success
The #Pringling challenge struck a chord across all four markets, inspiring mass participation and delivering measurable brand impact:
Video submissions came in +16.5% above benchmark for Branded Mission campaigns.
The campaign generated 50M boosted impressions, massively amplifying reach.
Ad Recall lifted by +7.2% on average, signaling strong upper-funnel performance and lasting brand resonance.
By pushing creative boundaries and leaning into TikTok-native storytelling, Pringles successfully turned a snack into a viral interactive movement; one that both intrigued and delighted the TikTok community.
In a world where it's becoming harder & harder to win shopper attention, we love the authentic level of engagement that Branded Mission was able to achieve for us. By working with the TikTok team, we were able to craft an Effect which stood out in the For You Feed, by playing to current user behaviours & trends.