How a zombie drove engagement with Pringles

Brian Carruthers

Snack brand Pringles worked with its partner Xbox and game developer Raw Fury to develop a character for a gaming campaign on Twitch.

Pringles claims to be the snack of choice for gamers. However, it’s not necessarily for the reasons you might first think of, such as taste or flavour variety. “It leaves less grease on your hands,” according to Stephen McSweeney, digital marketing specialist at Pringles Europe – quite an important consideration for a gamer spending an extended period of time manipulating a controller. 

If such practical matters have raised the brand in gamers’ estimation, its latest activation, on Twitch, has taken it to a whole new level. 

Pringles enters gaming

“Pringles originally entered the gaming space to really stretch the brand...

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