Snack brand airing Super Bowl ad
A snack brand will promote its “flavor-stacking” campaign on TV during Super Bowl LIII.
Pringles, a brand of Battle Creek-based Kellogg Company, will air a 30-second ad created by New York-based Grey Group during the second quarter of the Super Bowl on Sunday.
Pringles introduced last year’s Super Bowl viewers to the concept of “flavor stacking,” or combining different flavored Pringles chips to create up to 318,000 unique tastes.
Pringles said possible flavor combinations include napkin-free nachos (jalapeño, original and cheddar and sour cream), no-mess chicken wing (barbecue, buffalo ranch and ranch) and delivery-free pizza (pizza, barbecue and cheddar cheese).
“Pringles is thrilled to be back after making its debut last year with the concept of flavor stacking,” said AnneMarie Suarez-Davis, VP of marketing, Pringles.
“This year’s ad imagines the extreme sadness one would feel if they couldn’t enjoy the taste of Pringles.”
Pringles said the ad will feature “an emotional smart device” and “an iconic song.”
John Patroulis, worldwide chief creative officer at Grey Group, said the flavor-stack campaign has been “fundamental” to the brand’s recent success, making the Super Bowl the “right place” to continue it.
“There are literally hundreds of thousands of combinations, almost too many to comprehend,” Patroulis said. “Creatively, we looked to culture to bring that fact to life in a relevant — and funny — way.”
The ad also will be viewable on Pringles’ website and social channels ahead of the game, including on YouTube.
The ad will be supported by an integrated marketing campaign, including PR, digital, social media, e-commerce and product sampling.