Pringles launches playful European “Pass the Pringles” campaign

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Pringles, one of the world’s best-known snack brands, has unveiled a major European integrated marketing campaign called “Pass the Pringles.” The effort is designed to reinforce the iconic brand’s position in the competitive savoury snacks market by turning a simple human behaviour — sharing a snack — into a central brand idea.

The campaign is rolling out across 14 European markets beginning in February 2026, including the UK, Germany, France, Italy, Spain, the Netherlands and Poland, with additional launches planned in Belgium, Romania, Czech Republic, Hungary, Croatia and Bulgaria in the second quarter. It combines television ads, broadcast video-on-demand (VOD), connected TV (CTV), social media content, out-of-home advertising, and influencer partnerships to build a broad, multi-touch presence. 

At the heart of the campaign is a hero film, produced in collaboration with the creative collective Traktor. In the ad, two acrobatic window cleaners suspended high above a city skyline go to extraordinary, gravity-defying lengths just to pass a tube of Pringles between them — illustrating in a playful way the joy and connection that comes from sharing the snack. The sequence is backed by the upbeat 1980s track “St Elmo’s Fire (Man in Motion)” by John Parr, adding nostalgic energy to the brand story. 

Pringles is also extending the idea into everyday shared moments, with a series of shorter social films that depict gaming sessions, football gatherings and social “aperitivo” occasions where friends pass tubes of Pringles as a gesture of connection. On TikTok, the brand has launched a branded mission inviting users to create their own scenes showing spontaneous connections sparked by passing Pringles. 

To support the campaign, the shopper marketing agency RPM has developed a pan-European retail toolkit that brings the platform into stores with occasion-based activations and promotions. High-impact static and digital out-of-home ads will appear across major cities like London, Madrid, Berlin, Paris and Milan, with creative visuals showing diverse characters — from gamers and astronauts to business professionals — all connected by the act of passing a tube of Pringles.

Pringles Chief Marketing Officer Paul Humphries says the campaign is built on a deep consumer insight: in busy modern life, meaningful social moments can easily slip by. By encouraging people to “pass the Pringles,” the brand wants to spark playful, human connection that resonates culturally and emotionally with snackers.