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Pringles - "Once You Pop, You Can't Stop"

Sometimes building a better brand starts with reinventing one that's fading. Zambrelli's "Once You Pop" campaign (co-created at Wells Rich Greene) literally did just that. We were one of the first to position the product as a psychological, not just a taste, experience and create a brand story that leveraged the rise of hip hop and rap to create a cult of brand lovers that grew very large and very passionate. In fact, our work transformed Pringles into what Newsweek called a "global phenomenon". The brand became the #2 chip in the U.S., doubled worldwide sales and won 3 Procter & Gamble International Creative Awards.

Project Roles
Copywriter, Creative Director, Music Supervisor
Company
Pringles
Skills
Copywriting, Creative Direction, Editing, Music, Post-Production
Media
Advertising, Commercials - Broadcast, Commercials - Radio, Music
Project Industries
Advertising, Lifestyle, Packaged Goods
Pringles - "Once You Pop, You Can't Stop"