Super Bowl

Pringles returns to the Super Bowl

The Kellogg salty snack brand made its Super Bowl debut in 2018

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Image from Pringles' 2018 Super Bowl commercial
Image from Pringles' 2018 Super Bowl commercial Credit: Pringles

Pringles is returning to the Super Bowl in 2019 after its big game debut this year.

While details about the ad haven't been shared yet, Pringles says the spot will continue the "Flavor Stacking" campaign that was introduced in the 2018 Super Bowl spot. The 2019 spot will come from WPP's Grey, which handled the brand's Super Bowl debut.

Pringles' 2018 Super Bowl commercial ("Wow") featured Bill Hader and others coming up with ways to stack various flavors of Pringles to come up with new flavor combinations. According to Pringles, there are 318,000 possible flavor stack combinations.

Pringles' marketing plan around the 2019 Super Bowl spot includes PR, digital and social media. The brand has new product news it could tout in the commercial or at least in the surrounding marketing. Pringles Wavy crisps, thicker and wavier than the main line, are coming out in January in fire roasted jalapeño, classic salted, sweet and & Tangy bbq and applewood smoked cheddar flavors.

Pringles
Pringles Credit: Pringles

Sales of Pringles are typically strong during Super Bowl weekend. In 2017, it was the brand's fourth-biggest sales weekend, trailing the weekend before July 4 at No. 1, the weekend after July 4 and Memorial Day weekend.

Pringles continued to gain share in the salty snacks category during the third quarter, parent company Kellogg Co. said in late October. The salty snacks category is dominated by PepsiCo Inc.'s Frito-Lay brands.

Kellogg has owned the Pringles brand since 2012.

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