Everyone has heard of Pringles and knows what multigrain food entails. They didn’t need to hear how our new range could change their lives. They just needed to remember the new news: Pringles now comes in Multigrain.

To support the new product launch of Pringles Multigrain chips, we needed a campaign to create awareness that these chips are just like regular pringles but ‘wonderfully different’, generate cut through and drive sales.

The challenge we faced with Pringles Multigrain is that People know Pringles and they know multigrain snacks, so how do you make Multigrain Pringles the most entertaining launch there is?

The typography was inspired by the ‘Rave’ culture of the 1990’s. Big, bold fonts that screamed ‘electronica’. To aid this feel we purposely used multiple fonts and set them in lots of different directions and point sizes on the posters. To help us achieve the look / vibe of 90’s rave posters some of the fonts were complex in appearance, the complete opposite of what you might find in 2023 where simplicity and a ‘clean’ and uncluttered look is the norm.

Whilst it’s too early in the lifespan of the Synth Hamster campaign to provide full results, the campaign has in the first twelve weeks exceeded objectives and anticipated results.

7.4m impressions above planned impressions.

3.3m video completions above planned video completions.

4.35% CVTR above planned CVTR.

All three Multigrain flavours; roast chicken and rosemary, BBQ sauce and sour cream and chilli delivered over a million in sales value each resulting in a combined sales value £3.8m.

During this time, Pringles Multigrain chips achieved the highest % of incremental sales value versus key competitors.