As a creative agency, we are always finding new opportunities for our brands. Our data team found a person that decided to get herself a Pringles Tattoo. That was, as we say in Pringles, truly mind-popping. We put our tools and team to find out who she was, and we discover that she actually lives in Mexico, her name is Itzel Guadarram, and she got herself that tattoo because, as a child, her grandmother always brought her Pringles Original Flavor. Such love and devotion for a brand have to be rewarded in a proper way. So we set ourselves the objective of generating a lot of buzz with a simple action: buy body insurance for that leg.

Real-time data gives us this opportunity: a girl from Mexico decided to get herself a tattoo of our iconic can right on her leg. So we gave her two things: first, since she’s obviously a huge Pringles fan, we gave her a Pringles supply, then, we do something really original for her: we insured her leg.

So, if you thought that body part insurance was only for people like Cristiano Ronaldo, Mariah Carey or Heidi Klum, this idea will make you think twice, not only about what brand fidelity means but maybe you’ll consider getting a tattoo of your favorite brand in order to insure your favorite body part.

Through our social media listening, we discover a real-time data opportunity. A girl from Mexico decided to tattoo her leg with an image of our iconic Pringles Can. Tattooing yourself with a brand logo is good enough, but a tattoo of a product is something really mind-blowing, so we took the opportunity and transform that real-time data into a campaign focused on our target audience: the social explorers, those that are always looking for something new and unexpected to talk about. And of course, they loved the story.

The answer here was really clear: the campaign was built entirely for social media channels. We started our campaign by defining the best channels to fit the story. IG & Twitter were the chosen networks to do it since this kind of news is the news that people like to share on social media. Within a month we drop different content, from photographs to a video where we interviewed Itzel. It rapidly grew into an initiative covered by different media and users that shared the story even though it was World Cup time all around Mexico.

Our brand equity grew by 8%.

6M Earned Media.

100% Positive Sentiment

Pringles was perceived as a cool brand focused on building meaningful relationships with its consumers.

Real-Time Data was transformed in a creative way to build engagement with our target audience.