To launch Pringle’s new spicy range, we pitted Cole Palmer’s chill persona against a series of heated situations. Upping the temperature with weird questions, we let his personality shine through, then sat back and watched the internet throw fuel on the fire.
Instead of relying on traditional advertising, Pringles built an entire content ecosystem around the Chelsea star’s social channels.
Surreal and self-aware branded social turned Cole’s naturally deadpan reactions into meme gold. Surrounding it was a layered content plan designed for cultural participation, TikTok shorts, behind-the-scenes footage, creator reactions, and fan-led remixes.
This content-first approach redefined what a Pringles launch could be: less product ad, more cultural moment.
The results blew up:
- 53M impressions across channels
- 28M+ organic views
- €1.24M earned media value
- 8.7% sales uplift in Asda
HOT vs COLE proved that in modern sponsorship, traditional approaches are cooked. The key driver to sales now is leveraging authenticity online.
