Integrated Campaign
Pringles
You don't just eat 'em.
Overview
Pringles’ “You Don’t Just Eat ’Em” campaign started from one true observation: nobody just eats their Pringles. They make duck lips with them. They stack them, chug them, and turn the empty can into a DIY project. The possibilities are endless.
So we built a fun-filled campaign out of that idea — a custom typeface, a can seal and tagline lockup, photography, illustrations, and more — every piece leaning into the ways people actually play with the can.
Custom Type
A campaign this loud needed its own lettering. We drew a custom typeface for the line so the voice stayed consistent everywhere it showed up — from the tagline lockup down to the smallest caption.
Seal & Lockup
The tagline had to live on the can itself. We locked “You Don’t Just Eat ’Em” up with the Pringles mark into a seal built to sit right on the packaging.
Photography
This is where the idea came to life. Duck lips, mustaches, a can reborn as a paint can — the photography leaned all the way into the ways people actually mess around with their Pringles.
Illustrations
Alongside the photos, a set of illustrated executions pushed the same idea further — each one its own little scene of Pringles mischief.
Social
The campaign carried into social, where the idea got even more room to be silly.
The Result
A campaign built on something true — that nobody just eats their Pringles — stretched across type, packaging, photography, illustration, and social, and never once took itself too seriously.
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