Pringles has found perhaps the ultimate use for its famous can: spending eternity inside one.
For Halloween, the brand has launched Once You Drop, giving one fan the chance to win a real Pringles-shaped funeral urn alongside what it calls an “afterlifetime” supply of crisps: enough for roughly 200 years. To enter, U.S. fans sign a tongue-in-cheek “will and taste-ament” pledging their undying loyalty to the brand.
The Joke Comes From Real Brand History
As absurd as the idea sounds, Pringles did not invent the story for Halloween.
Fredric J. Baur, who designed the cylindrical Pringles can in the 1960s, was reportedly so proud of his creation that he asked for part of his ashes to be buried inside one. When he died in 2008, his family honored the request using an Original Pringles can.
Pringles has now turned that piece of brand lore into a physical product. The winner receives a personalized metal urn shaped like the familiar tube, complete with a removable lid and engraving. The campaign was created with BBDO New York and Weber Shandwick.
Commit To The Bit
The launch film stars TikTok creator Dan the Funeral Man, who is also an actual funeral director, inspecting a coffin and delivering the campaign with appropriately straight-faced professionalism. Entries remain open through October 22, with the winner expected to be notified around Halloween.
It works because Pringles commits completely to an idea that could easily have remained a throwaway social joke.
There is a real urn. A fake testament. A funeral director. Two centuries of crisps. Even the campaign title pushes the brand’s “Once You Pop, the Pop Don’t Stop” platform into the afterlife.
And underneath all the dark humor is an incredibly strong brand asset.
The Pringles tube is so recognizable that it can become an urn and still require almost no explanation. The packaging is the product, the joke and the advertising at the same time.
Most Halloween campaigns borrow something spooky for a few weeks.
Pringles looked into its own history and found something much stranger.
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