Pringles has launched a nostalgia-fuelled campaign rooted in 1990s gaming culture, to flag up its partnership with 40-year-old gaming brand Super Mario, featuring the chance to win a Nintendo switch and even a trip to New York.
The partnership with Kellanova (formerly Kellogg’s) brand will see Super Mario, Luigi and friends appearing on Pringles’ tubes including Original, Salt & Vinegar, Texas BBQ and Sour Cream & Onion flavours.
The tubes will be available across all major supermarkets from mid-January until May, giving consumers the chance to win a Nintendo Switch with every can.
Pringles will also launch a new, limited-edition “mystery flavour” in a distinctive silver can featuring one of the Super Mario universe’s signature mystery blocks, punctuated with a question mark. Fans able to uncover the mystery by correctly identifying the flavour will have the chance to win a trip to New York City.
Grey London fostered the strategy, creative, production and design of the campaign, which will also see the video game’s distinctive green pipes reimagined as Pringles tubes in a series of displays and activations across digital, social, OOH retail, and in-store, from February 2024.
Gamers old enough to remember Super Mario’s unmistakeable theme music will recognise it appearing in digital content, while commuters and grocery shoppers will be targeted by the campaign’s bold displays appearing across major transport hubs and major supermarkets.
Pringles marketing lead UKI Rebecca Worthington said: “We know that Pringles is a leading snack brand of choice for gamers, and with 90s nostalgia firmly back in fashion this year, we’re partnering with the most enduring gaming franchise, Super Mario, to remind a generation of gamers of those magical early experiences which grew into a lifelong passion.
“Just as Super Mario games are packed with surprises, hidden features and the thrill of discovery, we’re inviting gamers to try to guess our mystery flavour to be in with a chance to win a trip to New York City. With this collaboration, Pringles continues to cement its position as a go-to snack for gamers.”
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