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
- Copywriting, Creative Direction, Editing, Music, Post-Production
- Advertising, Commercials - Broadcast, Commercials - Radio, Music
- Project Industries
- Advertising, Lifestyle, Packaged Goods