"Athletes" pays homage to those who take on physical challenges, willing their bodies to "just do it--one more time." Dramatic images of physical intensity, concentration and heroic music reveal that these are not athletes, but ordinary people pitting their will against the challenge of the heat of Fiery Hot Pringles.
Philosophy
To introduce new Fiery Hot Pringles to consumers in a way that is true to the Pringles equity of fun and irresistible snacking experience rewarding beyond taste, yet fully capitalizes on the news of this popular new flavor from the brand. In this case, the news lies primarily in the exposition of "rewarding beyond taste."
Problem
Fiery Hot represents Pringles first foray into the fastest-growing snack segment of intense, spicy flavors. Given the importance of this flavor, it was critical to develop advertising to break through and communicate something new and unexpected from Pringles.