Creative Director / Copy
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Pringles: CryptoCrisp

 

BACKGROUND

NFTS (ie. certified one-of-a-kind digital things you can officially own) were taking the internet by storm in March of 2021.

IDEA

Pringles got into the cultural conversation by doing what they do best: releasing a new flavor. Except this time, Pringles released an all-new, never-before-tasted, limited-edition flavor which only exists virtually—in the form of an NFT. 

Introducing, the first virtual flavor:

CryptoCrisp

 

PS: Nowadays, NFTs are nothing special. But we did it right at the start of the craze—we literally offered Beeple 50k to make this for us a few nights before he sold his first NFT for $69 Million. Obviously, he turned us down 😂

 

Here’s the case study:

Here’s the play-by-play:

  1. We teamed up with an esteemed digital artist, Vasya Kolotusha, to create the NFT.

 
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2. We posted a teaser, alerting fans of a new flavor drop.

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3. We announced the CryptoCrisp flavor to the world, causing fans to rush to the NFT marketplace to buy one.

(All 50 sold out within the hour!)

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4. With all 50 sold out, the bidding wars started. Fans started buying them from each other, driving up the price.

(Currently, the highest bid was over $4K.)

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The news of this not-real flavor made real headlines across all different kinds of media.

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And all the real money raised by this fake flavor was donated to No Kid Hungry.