In a flash and fast world where you can click to play, young people want everything right now. So we got to the fast, no nonsense, instantly gratifying “get to the crunch” idea. To expand on this idea, we created a streaming video based on classic Asian fiction. Monkey king is challenged by an eternal enemy. The twist was that whenever we got to the boring parts that everybody knew, we introduced Pringles to cut out the boring stuff and get right to the crunch. This is concluded by a ‘kacha’ sound, which equates to ‘crunchiness’ in English.Over 500 online comments on the first day of posting the viral ads and over 1.7 million views within the first week, soaring to 7.9 million views in just 4 weeks. It became the hit topic in blogging, different discussion forums and webpages. In just a few days, flash mob dance and spoof versions were appearing on hundreds of blogs. In terms of business, the campaign generated an initial shipment of 25% – ahead of the target in a single month.