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:
We teamed up with an esteemed digital artist, Vasya Kolotusha, to create the NFT.
2. We posted a teaser, alerting fans of a new flavor drop.
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!)
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.)
The news of this not-real flavor made real headlines across all different kinds of media.
And all the real money raised by this fake flavor was donated to No Kid Hungry.