The Irresistible Charm of Pringles: A Deep Dive into Their “Stuck In: In'90”

Pringles has always found a way to stay relevant and maintain its quirky, fun brand identity in the crowded snack food industry. Their campaign, “Stuck In: '90,” cleverly used humor to remind us of the one thing that makes Pringles so irresistible: the moment you pop open a can, you simply can’t stop.

The “Stuck In 90” ad was a 90-second humorous take on a situation many of us can relate to: getting our hands stuck inside a Pringles can. The commercial featured a series of individuals struggling to remove their hands from the iconic Pringles packaging. The humorous situations escalated as each character became more desperate in their attempts, trying everything from twisting their arms to asking for help, all while still reaching for more of those irresistible chips.

The genius of the campaign lay in the exaggeration of an everyday experience. The people in the ad were not only stuck physically, but they were stuck because they simply couldn’t stop eating Pringles. The visual of people struggling, yet continuing to munch on the chips, emphasized the addictive nature of the product. The ad culminated in a visual that not only demonstrated the irresistibility of Pringles but also underscored the message that Pringles are so good that people are willing to endure the discomfort of being "stuck" just to keep snacking.

This was a strategic and creative decision—by making the struggle with the can a comedic and exaggerated moment, the brand successfully captured attention and made the experience relatable to the viewer. In short, the ad wasn’t just about the chips; it was about the joy and inevitable compulsion of snacking on something so irresistible.

As a marketing agency, we took away several important lessons from this campaign that apply to brands across industries:

1. Humor and Relatability Drive Engagement:
   The campaign's use of humor played a significant role in its success. By tapping into a common experience—reaching into a Pringles can and being unable to stop—the ad not only entertained viewers but also created a relatable moment. Humor, when executed well, can make a campaign unforgettable and shareable.
   
   
2. Exaggeration as a Creative Tool:
   The exaggerated struggles of the characters in the commercial were not just for laughs; they served to drive home the campaign’s core message in a memorable way. Exaggerating an ordinary scenario helped Pringles reinforce its branding message: once you start, you can’t stop.
   
   
3. Brand Messaging with a Twist:
   The ad didn’t just promote the product; it reinforced Pringles’ iconic brand positioning—“Once you pop, you can't stop.” This simple yet powerful message was delivered in a way that felt fresh and fun, demonstrating how important it is for brands to stay consistent with their core message while finding new and engaging ways to express it.
   
   
4. The Power of Visual Storytelling:
   The use of the can, a signature element of Pringles, was a key visual component that instantly made the ad recognizable. It was a perfect example of how brand elements can be leveraged for effective storytelling. The ad didn’t need to explain what the product was; the can was iconic enough to speak for itself.
   
   

Pringles’ “Stuck In'90” campaign was an excellent example of how to blend humor, relatability, and effective brand messaging into one memorable commercial. By taking an everyday situation and amplifying it with a creative, exaggerated twist, Pringles captured the attention of snack lovers and reinforced their core message of irresistible indulgence.

At SAVOIRE, the campaign reminded us of the importance of staying true to a brand’s identity while creatively finding new ways to engage the audience. Humor, relatability, and clear brand messaging were the pillars of this campaign’s success, and these are principles that any brand can apply to their marketing strategies.