Screenshot from Pringles ad

The ad will be the first to show the brand’s new packaging and logo design.
Kellogg Company

By Paul Hiebert

1 hour ago

Add Kellogg’s Pringles to the nascent list of brands advertising during the 2021 Super Bowl.

The snack brand will air a 30-second spot made by the Grey Group in the first half of the game, according to a spokesperson. The upcoming appearance will mark the fourth year in a row Pringles has aired a spot during the Super Bowl.

The company released few details on the content of the ad, other than stating it will focus on the “hilarious consequences that occur when people get engrossed in Pringles Flavor Stacking combinations.” The spot will also be the first to showcase the new Pringles packaging design with a refined Mr. Pringle—the first brand refresh in 20 years.

Gareth Maguire, senior director of marketing for Pringles, acknowledged that this year’s Super Bowl will be “different,” but expressed excitement that the brand will be back in the Big Game for another year.

“It will definitely be huge TV and social media day for us to showcase the fun consumers can have creating Pringles Flavor Stacks,” Maguire said in a statement.

Stacking different-flavored crips has becoming a defining genre of Pringles Super Bowl ads. During this year’s game, Pringles ran a spot about combing potato chips featuring Rick and Morty. Last year, the same concept was played out with a digital assistant that looked and sounded a lot like Amazon’s Alexa. In 2018, the brand debuted the idea of “flavor stacking” in a commercial starring Bill Hader.

Kellogg’s reports that as more people eat at home during the pandemic, Pringles has seen double-digit growth.