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."