Pringles Offers $28K and Custom Urn in Halloween "Burial" Giveaway
The snack brand's "Once You Drop" promotion invites fans to pledge their undying love for chips, complete with a mock will.
Pringles is engaging consumers with a unique Halloween promotion that offers one devoted fan the chance to be symbolically buried with their favorite snack. The sweepstakes features a grand prize of $28,080 and a custom urn designed to resemble the brand's iconic cylindrical packaging.
The promotion, titled "Once You Drop," is a playful extension of Pringles' well-known slogan, "Once you pop, you can't stop." To enter, participants must visit OnceYouDrop.com and sign a mock document called the "Will and Taste-ament" by October 22, pledging their ultimate devotion to the snack.
The cash prize is calculated to cover the cost of approximately 52 cans of Pringles per year for two centuries, totaling $28,080, which the company will provide as a monetary award. The custom-designed metal urn, valued at $500, brings the total prize package to $28,580. The contest is open to legal U.S. residents aged 18 and older, with no purchase necessary to enter.
Pringles has clarified that the "Will and Taste-ament" is for entertainment purposes only and is not legally binding. Individuals who wish to make actual arrangements for burial in a Pringles can must consult with legal advisors.
The unusual marketing campaign draws inspiration from the real-life story of Fredric Baur, the food storage scientist credited with designing the Pringles can in 1966. Following his death in 2008, a portion of his cremated remains was interred in a Pringles can at the request of his family, a testament to his pride in his invention.
Mauricio Jenkins, salty snacks brand and content lead at Mars Snacking North America, stated that the campaign aims to take the brand's tagline to its most literal interpretation, emphasizing that the enjoyment of Pringles continues even beyond life.
The promotion also features funeral director Dan Madden, known online as "Dan the Funeral Man," who appears in a promotional video encouraging fans to showcase their dedication to the snack. The winner is expected to be notified around Halloween.
This campaign aligns with a broader trend of brands utilizing quirky stunts and dark humor to capture attention during the Halloween season, a period characterized by increased seasonal marketing and themed products.