Pringles has spent decades telling us that once you pop, the fun don’t stop. Apparently that includes death.
Just in time for Halloween, Pringles is asking its most devoted fans to prove their undying love for the brand by signing a “will and taste-ament” for a chance to win something no sensible estate planner has probably ever recommended: a custom Pringles can-shaped urn.
And because eternity is a long time to go without snacks, the winner also gets what the brand calls an “afterlifetime” supply of Pringles – 200 years’ worth.
The appropriately morbid idea comes from a real piece of Pringles history.
Fredric Baur, credited with designing the brand’s iconic cylindrical can, reportedly asked that some of his ashes be buried inside one after his death in 2008. His family honored the request, creating perhaps the greatest example of brand loyalty ever taken literally.
Now Pringles is inviting someone else to follow him into the can.
The “Once You Drop” Halloween campaign features real-life funeral director and social personality @DanTheFuneralMan, who introduces the decidedly unusual sweepstakes and challenges fans to consider how permanent their relationship with the snack should become.
From October 13 through October 22, fans can visit OnceYouDrop.com and digitally sign the brand’s “will and taste-ament.” One entrant will be randomly selected to receive a personalized precious-metal Pringles urn with a removable lid modeled after the familiar package.
The winner will also receive enough Pringles to theoretically cover two centuries, which means somebody several generations from now may inherit both grandma’s jewelry and an alarming amount of Sour Cream & Onion.
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“Pringles has always been about the joy of the unexpected, and this campaign takes our ‘Once You Drop’ campaign tagline literally: the pop don’t stop, not even once fans ‘drop,’” said Mauricio Jenkins, Salty Snacks Brand & Content Lead, Mars Snacking North America.
Jenkins said the work taps into Halloween’s dark humor and Gen Z’s appetite for absurdist storytelling while giving Pringles a way into a season typically dominated by candy.
And absurd it certainly is.
The campaign turns a product-design anecdote, a familiar tagline, and a funeral into the same promotion without losing the joke. More importantly, the stunt feels unmistakably Pringles. The package is already one of the most recognizable shapes in snacking, so turning it into an urn requires almost no explanation.
Once you see it, you get it.
Which is probably exactly what Baur would have wanted.
Because some brand relationships last a lifetime.
Pringles is apparently shooting for considerably longer.
