PRINGLES 'The Murder of Original' campaign by Matteo ROLFI c/o ROCKENFELLER & GOEBELS for INNOCEAN Berlin
CREDITS / DETAILS / VIDEO EMBED LINK
Just before Christmas, PRINGLES launched an exciting marketing partnership with the legendary board game Cluedo, sparking a buzz by making fans believe that the beloved Original flavor was being "taken off the table." Matteo Rolfi c/o ROCKENFELLER & GÖBELS expertly brought the campaign’s key visuals to life.
The campaign, developed by INNOCEAN Berlin, kicked off with a cryptic Instagram post seemingly bidding farewell to the Pringles Original flavor. This was further amplified by projections on prominent buildings in Berlin and Hamburg, as well as digital billboards in Vienna, all reading "Goodbye, Original." The post triggered a range of reactions from Pringles fans on Instagram, all questioning the fate of the iconic flavor.
INNOCEAN Berlin partnered with streamers @starletnova and @letshugo to boost the campaign on social media. They urged their followers to save the Original flavor, only to reveal that the stunt was part of a new collaboration between Pringles and Cluedo — the famous board game where players must deduce who committed a crime, where it happened, and what weapon was used.
Now, audiences across Germany, Austria, and Switzerland are invited to solve the "murder mystery" surrounding the Original flavor. Those who crack the case will have the chance to win a year’s supply of Pringles, a Cluedo board game, or a trip to New York for a live Cluedo adventure.
Till Prause, Digital Activation Manager for DACH at Kellanova: “It’s a crazy idea – killing off a flavour everyone loves – but that’s what makes it so fun! We’re always looking for ways to break the mould and connect with our audience, and this campaign really lets us do just that.”
“This campaign reflects a new chapter for INNOCEAN Berlin, pushing the boundaries of interactive storytelling. It all started thanks to one of our mid-level creative teams, who attended Young Lions and came back with a new client, Pringles. It’s a fresh direction for us - embracing dynamic, social-first content that resonates with younger audiences. But really, that’s no surprise. If there’s one thing INNOCEAN knows how to do, it’s to have fun, and this campaign is all about amplifying that energy in unexpected ways", says Gabriel Mattar, European CCO of INNOCEAN Worldwide.
CREDITS
European Chief Creative Officer: Gabriel Mattar
Executive Creative Director: Ricardo Wolff
Art Director: Paula Santos
Copywriter: Aitana Vallejo
Creative Director: Shelley Lui
Jr. Art Director: Madalena Marques
Jr. Copywriter: Axel Fonteyne
Account Director: Min Kyung Park
Account Director: Lisa Osokina
Sr. Art Buyer: Julia Kremer
Sr. Designer: Julia Sachse
Sr. Copywriter: Noha Fahmy
Intern Art Director: Luis Garcia
CREDITS
Styling Nina Lemm
Photographer Matteo Rolfi c/o Rockenfeller & Göbels
Studio Studio Chérie
Digital Operator Vedad Divovic
About ROCKENFELLER & GÖBELS
Rockenfeller & Göbels represents photographers with an outstanding image language and professional experience. The agency operates worldwide for advertising agencies, editorials and direct costumers with the in each case photographic specialist. The creative and professional work of the photographers is always the center of attention.
Additionally to the communicational part, Rockenfeller & Goebels is delegating all aspects of high professional photo- and motion pictures production, such as booking, casting, travel, production and postproduction. The team around Dorothee Goebels offers for national and international productions of every dimension, in german, french, english and spanish language, the experience and the project-oriented work of a longtime-expert representation.
GoSee : rockenfellergoebels.com
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