Savoury snack brand Pringles has introduced its new brand creative platform, Pass the Pringles, to travel retail.
An extension of a high-profile domestic campaign, the initiative forms part of the Kellogg’s-owned brand’s wider strategy to accelerate growth in priority channels through innovation, premiumisation and shopper-centric activations.
Pass the Pringles was designed to highlight the brand’s role as a social snacking choice. It is built around the insight that consumers do not only enjoy eating Pringles but also sharing them.
The campaign includes a hero film, a series of social media content, extensive Out of Home (OOH) advertising assets and influencer collaborations.
These elements will be adapted for travel retail through high-impact activations, disruptive secondary placements and digital amplification, including eye-catching LED boards, across major airport hubs.
Key visual assets and LED screens will feature prominently in selected locations, helping to create standout brand visibility within busy airports.
The platform will be activated across several major travel retail locations in the coming months. Initial activations launch at Hamad International Airport with Qatar Duty Free this month, followed by a further roll-out at Munich Airport from April.
Travel-exclusive formats and sharing packs will be released to target both impulse and planned purchases across the traveller journey. According to Pringles, this will support incremental growth within the savoury snacking category.
Upcoming product innovation will include limited-edition flavours and concepts, designed to generate additional excitement and encourage shoppers to trade up within the Pringles portfolio.
Kellogg’s Benelux Key Account Manager Global Travel Retail Duty Free Brechje Houben commented, “Under our growth vision, we are focused on unlocking the full potential of our power brands in strategic channels such as global travel retail.
“The decision to fully anchor our global travel retail execution in Pass the Pringles reflects how strongly the platform resonates with travellers, thanks to its primary focus on sharing and connection.
“Importantly, Pass The Pringles goes beyond visibility. By leveraging our distinctive packaging, our iconic ‘pop’ and our flavour innovation pipeline, we have created a platform that converts attention into purchase.”
She added, “We see this campaign as a catalyst to accelerate savoury snacking growth and unlock additional basket spend across key travel hubs.” ✈
