Pringles

Insight

Pringles has been working on improving the sustainability of their packaging. How else can they reduce their environmental impact?

After doing some digging, we learned cemeteries pose a significant environmental concern by using large areas of land and requiring lots of water and energy to upkeep.

More digging (this time into Pringles history) revealed a peculiar fact: the inventor of the Pringles can, Fred Baur, was buried in one. You heard that right. When he passed away in 2008, his family placed a portion of his ashes in the iconic container.

Solution

Pringles launches the “Bury Me in Pringles” campaign, rewarding die-hard fans who pledge to be buried in a Pringles can. The campaign celebrates the iconic can and Fred Baur’s wish, offering the chance for fans to leave a memorable legacy while promoting environmental efforts.

Sour Creamated & Onion #BuryMeInPringles

OOH ads will lead the curious-minded to a landing page where people can…well, sign a pledge to be buried in a Pringles can, obviously. Every pledger will win an afterlifetime supply of Pringles, but one lucky winner will win:

A lifetime supply of Pringles, and

A custom urn-styled Pringles can for the winner to be buried in (Fun!)

But it doesn’t stop there. For every pledge, Pringles will donate to environmental causes, promoting sustainable practices and green burials.

Outcome

"Bury Me in Pringles" creates a buzzworthy campaign, blending humor and reinforcing Pringles' iconic brand image and commitment to helping our environment.

Art Direction: Hunter Chambers