Our business pulls stunts, and our objective is to outdo ourselves. Moving away from board games and switching to chips makes no sense – and thus perfect sense – for the Cards Against Humanity Brand.

Our Target audience is anyone who is amused by CAH’s pranks and sense of humor. Also, anyone willing to try an off brand potato chip.

In order for Prongles to stand out on store shelves we performed a color audit of the competitive set. We found nearly every color of the rainbow, except for pink and purple, so our hero flavor (“Salt and Potato”) is housed in a bright pink can with hints of purple.

Prongles needed a mascot, so we researched what animals naturally eat potatoes and found that the hog is one of just four. Thus our mascot, Brayden the Prongles Hog, was born. Fueled by our chips, Brayden is shown crushing a different extreme sport on every can of Prongles.

Though “Cards Against Humanity” wasn’t printed anywhere on the cans, we hid the acronym "CAH" on every can (which was picked up by intrepid sleuths on Reddit).

We created 5 unique flavor designs, a Prongles theme song, a website, downloadable wallpapers, and an in-store POP display to bring the vision to life.

Prongles was a runaway success. In the most crowded marketing weekend of the year, with ZERO DOLLARS spent on media, we achieved $1.5 million in earned media, $36 million in social reach, and even sold out our complete inventory of potato chips in one day.