Best of Us – Pringles 2023 | Clapboard Ad Archive

64

Best of Us - Pringles | Clapboard Ad Archive

Pringles’ Best of Us campaign, developed by Grey for the 2023 US market, amplifies one of the snack world’s most iconic rituals — the moment your hand inevitably gets stuck in the brand’s famous can — by turning this universal foible into a badge of shared experience anchored by the star power of Grammy-winning singer and TikTok mainstay Meghan Trainor. Rather than chase polished perfection, the campaign spotlights the joyfully imperfect realities of snacking, recasting a lighthearted inconvenience into a point of community and pride that crosses demographics while remaining rooted in the confectionery and snacks category. Deploying what Clapboard’s taxonomy would frame as FORMAT#8—Ongoing Characters or Celebrities, the work leverages Trainor’s instantly recognizable persona and social media clout to build relatability and extend cultural relevance outside traditional broadcast, ensuring that the scenario resonates not just with mainstream viewers tuning in for the Big Game, but also with digitally native, social-first audiences where authentic, self-deprecating moments thrive. This approach shrewdly aligns with Pringles’ longstanding positioning as a brand that celebrates playful, communal snacking and carves out differentiation in a landscape dominated by competitors like Lay’s, Doritos, and Ruffles, all of whom lean heavily on flavor or texture as their narrative anchor; here, Pringles claims unique territory as the snack that knows its own quirks and isn’t afraid to laugh with you. Hinging on participation and social amplification, the campaign’s humor-powered premise invites consumers to share, comment, and create around their own Pringles ‘stuck-in-can’ moments, catalyzing digital interactions that reinforce brand equity far beyond the spot’s initial airing and sparking nearly half a million engagements across multiple platforms. The campaign earns 64/100 in Clapboard’s global creative archive. By celebrating the human moments that bring consumers together around snacking, Best of Us not only underscores Pringles’ distinctive market voice but signals to the category that relevance and resonance today hinge more on self-aware cultural fluency than on product demonstration alone.

Credits

Client

Pringles

Agency

Grey

Category Mind Map

48%

Pringles’ "Best of Us" campaign leverages a well-known consumer experience—getting one’s hand "stuck in a Pringles can"—to humanize the brand and deepen emotional engagement. By highlighting this quirky, relatable moment, the campaign positions Pringles as a snack that invites indulgence and unapologetic enjoyment. The brand proposition centers on embracing the imperfect, humorous aspects of snacking, reinforcing that the Pringles experience is both fun and inclusive, accessible to all snack lovers, including high-profile figures like Meghan Trainor. This approach subtly celebrates the shared human moments that unite consumers, positioning Pringles not just as a product, but as a cultural touchstone recognizable for its unique format and the experiences it inspires. Strategically, the campaign taps into the cultural phenomenon of snack indulgence and social media participation, using humor to create a sense of community around an everyday, authentic behavior. The integration of a celebrity who resonates with younger, digitally-active audiences (Meghan Trainor, noted for her music and TikTok presence) signals the brand’s focus on relevance and social connectivity. The creative angle of “making those who get stuck in a Pringles can feel seen” transforms a simple snack mishap into an emblem of shared identity, fostering brand affinity through relatability and lightheartedness. The campaign’s timing around the Big Game also maximizes exposure during a high-consumption, snack-heavy occasion, aligning product use with celebratory, social contexts. Overall, the campaign’s insight-driven execution balances humor and authenticity to reinforce Pringles’ unique market position in the competitive snack landscape.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. The "Best of Us" Pringles campaign predominantly employs celebrity endorsement as its creative device. The narrative highlights a universal, humorous problem—getting your hand stuck in a Pringles can—but elevates it by featuring Grammy Award-winning icon Meghan Trainor experiencing the same relatable mishap. Instead of unfolding a classic story arc or focusing on direct demonstration, the ad centers on how even celebrities fall victim to this playful issue, making fans feel understood and in good company. The inclusion of Trainor leverages her popularity for instant recognition and brand recall, aligning closely with the ongoing characters or celebrities format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Lay’s – Market Positioning Lay’s positions itself as a classic, all-American potato chip brand known for its broad flavor variety and wide accessibility. It emphasizes quality, familiarity, and freshness, appealing to mass-market snack consumers who value taste and convenience. Lay’s leverages strong advertising campaigns and sponsorships, highlighting moments of enjoyment and social connection around snacking. 2. Doritos – Market Positioning Doritos stands out with bold, intense flavors and a youthful, edgy brand personality. It targets a younger demographic, focusing on adventurous taste experiences and cultural relevance through music, gaming, and pop culture integrations. The brand uses humor and high-energy campaigns to maintain a vibrant, dynamic image in the savory snack market. 3. Ruffles – Market Positioning Ruffles differentiates itself through its distinctive ridged texture designed for enhanced crunch and dipping appeal. It positions as a hearty, satisfying chip choice for more robust snacking moments, often linking itself with sports, outdoor, and shared occasions. Ruffles emphasizes bold flavors and a premium eating experience within the potato chip segment. 4. Pringles – Market Positioning Pringles positions itself as a uniquely shaped, stackable chip, offering a consistent texture and crunch in a resealable can for convenient on-the-go snacking. The brand blends humor and fun into its marketing, appealing to a broad audience with playful campaigns and a focus on shareability and social moments, highlighting its distinctive eating experience. 5. Cape Cod – Market Positioning Cape Cod markets itself as a premium, kettle-cooked potato chip brand that focuses on natural ingredients and traditional cooking methods. It targets health-conscious consumers seeking authentic, hearty, and less processed snack options. Cape Cod emphasizes craftsmanship, quality, and a rustic, coastal heritage to stand apart in the premium chip segment.

Q: What is Best of Us about? A: Best of Us is a 2023 campaign created by Grey for Pringles in the United States, centered on the universally relatable moment of getting one’s hand stuck in a Pringles can. Debuting during the Big Game, the campaign features Grammy Award-winning singer-songwriter and TikTok sensation Meghan Trainor, using her celebrity status to amplify the humor and authenticity of the experience. The film spot celebrates this playful mishap as a shared cultural touchpoint, positioning Pringles as an approachable, fun brand within the confectionery, snacks, and food category. Q: What creative device does Best of Us use? A: Best of Us employs the ongoing characters or celebrities format, as classified by Clapboard’s 12-format taxonomy (FORMAT#8). The campaign leverages celebrity endorsement by featuring Meghan Trainor, a widely recognized pop culture figure, experiencing the same humorous challenge as everyday consumers—getting stuck in a Pringles can. This creative approach uses Trainor’s instant recognizability to drive brand recall, making the campaign memorable and relatable by demonstrating that even celebrities share in the quirks of the Pringles snacking experience. Q: What is the campaign proposition for Best of Us? A: The campaign proposition for Best of Us is to humanize the Pringles brand by embracing the imperfect, humorous aspects of snacking—specifically, the familiar experience of getting stuck in a Pringles can. By spotlighting this quirky moment and featuring a high-profile celebrity like Meghan Trainor, the campaign positions Pringles as a snack that is fun, inclusive, and accessible to all. This strategy aims to foster a sense of community and shared identity among consumers, reinforcing Pringles’ status as a cultural touchstone in the competitive snack market. Q: How does Best of Us rank in Clapboard's archive? A: Best of Us holds a Clapboard Campaign Score of 64/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive. Q: Who are the competitors in Pringles' category? A: In the snack category, Pringles competes with Lay’s, which is positioned as a classic, all-American chip brand known for its broad flavor variety and accessibility; Doritos, which targets a younger demographic with bold flavors and an edgy, pop culture-driven personality; Ruffles, which differentiates itself with a ridged texture and hearty snacking appeal, often linked to sports and shared occasions; and Cape Cod, which focuses on premium, kettle-cooked chips made with natural ingredients, appealing to health-conscious consumers seeking authenticity and quality.