Consumers have been playing with Pringles, making duck lips and more, for years. Pringamabobs gave them a new way to engage with the brand beyond the snack itself. The unboxing of a Mystery Box became a snacking occasion, a collecting ritual and a social moment.
The challenge
01
In 2025, Pringles set out to relaunch its iconic “Once You Pop…” campaign from the 1990s in a way that culturally resonated with Gen Z snackers and conveyed the excitement of popping open a new can.
The solution
02
We introduced Pringamabobs, six collectible crisp critters from the Snaxolotl to the Crunchback Whale, sold in “Once You Pop Mystery Boxes” that hid both a mystery character and a mystery flavor.
Turning a 60-year-old shape into six collectibles event
To relaunch an iconic 90s campaign for a new generation, we went back to a 60-year-old geometric shape and turned it into something our audience wanted to talk about: collectible characters. The collectibles sparked news coverage and social conversations, with people instantly connecting the characters to Pringles. The proof was in the resale market: Pringamabobs was the highest selling limited-edition product made without a partner in brand history and flipped on eBay for 7.5x the original price.
The impact
03
From snack on a shelf into collectible culture
The campaign reignited iconic Pringles equity for a new generation, turning a cultural trend into must-have collectibles that drove category leadership, attracted new buyers through retail growth, and generated measurable brand lift with +14% YoY brand search.