Pringles Anoints Duck King as FCB New York Revives 'Once You Pop'

​Pringles has brought back its iconic '90s 'Once You Pop' campaign, but with a fresh spin that highlights the unexpected fun that happens once you pop open a can of Pringles: 'Once You Pop, The Pop Don’t Stop.'

The campaign evolution is designed to reach gen z snackers while inspiring long time Pringles fans to reconnect with one of their favourite snacks.

The return of 'Once You Pop' is backed by decades of brand equity: 69% of consumers surveyed are still familiar with the 'Once You Pop' tagline and 51% remember it in association with Pringles.

The creative taps into that equity and 'unhinged' humour that mirrors today’s internet culture, wrapped in the playful tone that Pringles has always embodied.

In the launch spot, 'Duck King,' a young man creates 'duck lips' out of Pringles crisps, causing real ducks to anoint him as their leader.

Directed by Thomas Ormonde, the campaign will air nationwide on TV and social platforms.

​Mauricio Jenkins, US head of marketing for Pringles, “We’re bringing back one of the most iconic taglines in pop culture - ‘Once You Pop, The Fun Don’t Stop’ - with a fresh twist for today’s audience. It’s packed with the kind of humour and energy gen z loves, staying true to our flavour forward roots, while giving a playful nod to those who remember the original."

​Dan Kelly, executive creative director, FCB New York, “Pringles is one of the most unique snack brands out there. It’s functional, yet playful. So, as we dove into the creative, we aimed to find the fun in the functional. To take something true about Pringles and then take it to an unhinged place that mirrors gen z's feed. There’s so much to explore with this brand and this iconic tagline, and we can’t wait to continue to build this world where the 'pop-sibilities' are endless.”