Pringles Wants Your Actual, Literal Ashes in Its Can
Pringles is daring die-hard fans to pledge they'll be buried in a can-shaped urn, with a winner getting 200 years of chips to pass down like an inheritance.
Pringles is running a Halloween campaign built entirely around death, and the brand isn't being subtle about it. The "Once You Drop" promotion, launched by parent company Mars, invites fans to sign a "will and taste-ament" pledging to be buried in a Pringles can, with one winner receiving a personally engraved, precious-metal urn shaped like the can's silhouette, plus what Pringles is calling an "afterlifetime supply": 200 years' worth of chips, transferable to whoever the winner names as heir.
The concept isn't invented from nothing. It's a nod to the real inventor of the Pringles can, whose ashes were buried in one back in 2008, a bit of brand trivia Pringles has now turned into a full campaign film featuring an actual funeral director. Entries run through OnceYouDrop.com from October 13 through October 22, with a winner announced around Halloween.
Mauricio Jenkins, Pringles' salty snacks brand lead, framed it as taking the "Once You Drop" tagline literally, betting that Gen Z's appetite for absurdist humor extends all the way to estate planning. It's a fair bet. A snack brand asking fans to commit to it past death is either the most devoted loyalty program in the category or a joke nobody asked for, and Pringles is counting on its fans not caring which.
Source: PR Newswire
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
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