The GTR roll-out leverages the high-profile domestic launch.

Pringles has introduced its new brand creative platform, “Pass the Pringles”, into global travel retail, leveraging the high-profile domestic launch.

The campaign forms part of the company’s broader strategy to accelerate growth in priority channels through brand-led innovation, premiumisation and shopper-centric activations.

Designed to reinforce Pringles’ role as a social snacking icon, “Pass the Pringles” aims to celebrate the joy of sharing the contents of the signature Pringles tube, sparking feel-good connections.

In the travel retail environment, the “Pass the Pringles” concept aligns with the brand’s positioning: bringing people together through sharing, and connecting travellers around the world through its snacks portfolio.

The domestic campaign includes a hero film, social media, extensive OOH assets and influencer partnerships. The travel retail focus will include airport activations, secondary placements and digital amplification. Key locations include Hamad International and Munich Airport.

According to the company, “Pass the Pringles” has been developed with a strong commercial lens. Travel-exclusive formats and sharing packs will play an important role in converting both impulse and planned purchases across the passenger journey, driving incremental growth within the savoury snacking category. New product development in the months ahead will incorporate limited-edition flavours and concepts, creating additional reasons to purchase and trade up.

Designed to reinforce Pringles’ role as a social snacking icon, “Pass the Pringles” aims to celebrate the joy of sharing and sparking feel-good connections.

Kellogg’s Benelux Key Account Manager Global Travel Retail Duty Free Brechje Houben commented: “Under our growth vision, we are focused on unlocking the full potential of our power brands in strategic channels such as global travel retail.

“The decision to fully anchor our GTR execution in “Pass the Pringles” reflects how strongly the platform resonates with travellers, thanks to its primary focus on sharing and connection.

“Importantly, “Pass The Pringles” goes beyond visibility. By leveraging our distinctive packaging, our iconic ‘pop’ and our flavour innovation pipeline, we have created a platform that converts attention into purchase. We see this campaign as a catalyst to accelerate savoury snacking growth and unlock additional basket spend across key travel hubs.”

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