Once you pop, you can’t stop.

Sometimes building a better brand starts with reinventing one that's fading.

P&G was ready to sell Pringles until Zambrelli's "Once You Pop" campaign (co-created at Wells Rich Greene) challenged the conventional snack category benefit by positioning the brand as a psychological, not just a taste, experience.

To support it, we created a worldwide brand story (one of the first in the CPG category that leveraged the rise of hip-hop and rap) to create a cult of brand lovers that grew very large and very passionate.

Our work transformed Pringles into what Newsweek called a "global phenomenon" and propelled the brand to the #2 chip in the U.S., doubled worldwide sales, and won 3 Procter & Gamble International Creative Awards.

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Creative, Branding, Film, Print, Outdoor, Consumer Research