Pringles debuts 'Mind Popping' global brand positioning

'Playful' brand refresh was created by Grey London over a two-year period

Published On
Feb 07, 2022

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Pringles has an unveiled a new global brand positioning around the tagline "Mind Popping," kicking off with a playful campaign that explains how humans were designed around Pringles.

The latest brand refresh for the Kellogg-owned potato chip comes via agency Grey London and has been two years in development. Inspired by the brand's playful heritage, it starts with a TV spot that explains how people evolved to have opposable thumbs to open cans, have tongues perfectly shaped to hold saddle-shaped chips and grew taste buds to taste iconic Pringles flavors. 

Outdoor executions continue in a similar vein, focusing on how it's a "chip that hugs your tongue" and is "the same shape as the universe." The campaign will also be supported by online and social videos.

The TV ads will run until April in the U.K. and in Canada. However, the new positioning won't feature in the brand's forthcoming U.S. Super Bowl spot.

Pringles will also showcase the new identity at a light show in London this week. The "Mind Popping" show, created by experiential agency Onepointfive at the Lee Valley VeloPark in the London Olympic Velodrome, will feature animations and content from influencer Ollie.B showing how Pringles is the most "Mind Popping" snack in the universe. 

According to the brand, "Mind Popping" is the first time the brand’s positioning has been refreshed since the launch of "Pop, Play, Eat," and the iconic "Once You Pop, You Can’t Stop."

"Pringles is one of the world’s most iconic brands, so to be given the opportunity to launch the first global platform for them in over 25 years was a real privilege," said Laura Jordan Bambach, president and chief creative officer at Grey London, in a statement. "We’re now massively excited to continue working with all our partners at Kellogg and see how the ‘Mind Popping’ concept grows and evolves across different markets and projects in 2022 and beyond."

Pringles tongue hugger OOH

Pringles universer OOH


Feb 08, 2022
Client :
Agency :
Marketing Director :
Stephen Duggan
Marketing Manager :
Aisling O’Hara
Global Director Salty Snacks :
David Pearson
Brand Manager :
Issam Azmeh
European Director :
Chris Wildish
Marketing Operations Manager :
Fergus Brady
Content Production Manager :
Phil Ball
Senior Digital Manager :
Roisin Devine
Digital Marketing Manager :
Stephen McSweeney
Partnerships & Promotions Manager :
Francesca Wilson
PR & Communications Manager :
Seamus Clancy
Senior Media Manager :
Gavin McGuinness
Media Specialist :
Louise Murphy
President & Chief Creative Officer :
Laura Jordan Bambach​
Global Group Creative Director :
Christopher Lapham
Global Group Creative Director :
Aaron McGurk
Global Group Creative Director :
Christopher Lapham
Chief Strategy Officer :
Raquel Chicourel
Planning Partner :
Lee Barber​
Planning Director :
Bhavin Pabari​
Senior Strategist :
Gilliam Caldwell Dunn ​
Managing Partner :
Agi Varanyi​
Global Business Director :
Bridget Yeates​
Account Director :
Becky Devereux Pile​
Account Manager :
Alice Ashwell
Account Manager :
Emilie Jenner​
Agency Executive Producer :
Nazneen Read​
Agency Producer :
Ellie Hook​
Media Agency :
Planning Partner :
Greg Paterson
Client Director :
James Morgan​
Market Planning Director :
Lloyd Emeka
Digital Planning Director :
Isabella Elesinnla ​
Planning Manager :
Hamish Dodson ​
PR Agency :
Red Havas
Creative Director :
Andrew Stevens
Senior Account Director :
Rachel Bie
Experiential Agency :
Director :
Joel Barsch
Director :
Rob Pryce
Senior Project Manager :
Holly Brownlees
Production Company :
Producer :
Harri Kamalanthan
Executive Producer :
Chris Abitbol
Director :
Marcus Autelli
Production Design :
Sigita Simkunaite
Editor :
Lucian Barnard
Editor :
Colorist :
Jonny Thorpe
Colorist :
Post Managing Director :
Michelle Kruger
Post Production :
Wicked Pixels
Lead VFX Artist :
Carl Jeppe
Composer :
Clap London
Lead Sound Engineer :
Jeff Smith
Lead Sound Engineer :
Post Sound Producer :
Aishah Amodu

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