Pringles Revives ‘Once You Pop’ With an Unhinged Twist for Gen Z

The 1990s revival shows no sign of slowing down, especially if you’re a Pringles fan. The snack brand is bringing back its iconic “Once You Pop, the Fun Don’t Stop” campaign from the decade, with a fresh twist for Gen Z. 

“Once You Pop, The Pop Don’t Stop,” created by FCB New York, launches today to highlight the unexpected fun that can happen when you open a can of Pringles. 

The brand takes this to absurd extremes in “Duck King,” a 30-second spot directed by Thomas Ormonde. The bonkers tale depicts a young man using Pringles to create a pair of “duck lips,” only to be anointed leader of a real flock of ducks.

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Mauricio Jenkins, U.S. head of marketing for Pringles, said the campaign aims to tickle the taste buds of both younger audiences and older generations who are nostalgic for the snack. 

“It’s packed with the kind of humor and energy Gen Z loves, staying true to our flavor-forward roots, while giving a playful nod to those who remember the original,” he said in a statement.

The “Once You Pop” revival is just the start of new, equally energetic and humorous work that will play into the kind of absurd content that often goes viral on social media, said Dan Kelly, executive creative director of FCB New York.

“Pringles is one of the most unique snack brands out there. It’s functional, yet playful,” Kelly said in a statement. “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.” 

Pringles introduced the “Once You Pop” tagline in 1996. Over the past 10 years, the brand has introduced work with various taglines, including “Get Stuck In” in 2022.

The brand ended its 27-year relationship with agency Grey last year. 

Recent Ipsos research revealed that the “Once You Pop” tagline is still recognized by 69% of consumers, with 51% associating it with Pringles.  

“Once You Pop, The Pop Don’t Stop” will air nationwide on TV and social platforms.