Pringles is launching an integrated marketing campaign, ‘Pass the Pringles’, which is set to roll out across the UK and several countries in Europe.

The new marketing campaign features a video commercial and media activity across television, broadcast video on demand, social media, out-of-home advertising and influencer partnerships.

This move aims to boost the overall brand growth within the snack category, with the advertisement highlighting two people sharing Pringles.

Paul Humphries, chief marketing officer at Pringles says: “The new campaign is built on a clear and highly relevant insight: as we get caught up in the demands of modern life, we often let opportunities for connection with other people pass us by.

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“We’re encouraging people to break the cycle and ‘Pass the Pringles’, sparking a moment of playful connection.”

According to the business, this move also keeps the brand competitive among retailers, which builds towards long-term brand development.

The video film was created in partnership with media collective Traktor, which shows two acrobatic window cleaners sharing a tube of Pringles while the track “St Elmo’s Fire (Man in Motion)” by John Parr plays in the background.

The business is also set to launch high-impact static and digital out-of-home ad campaigns, which will feature various people sharing a tube of Pringles.