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 drove 975M earned media impressions, with coverage across food, entertainment and lifestyle verticals, including Access Hollywood, Delish, Parade, Good Housekeeping, Men’s Journal, SheKnows, Distractify and more, with all earned media coverage positive or neutral sentiment.
