Marketing: Pringles Takes Brand Loyalty to the Grave; HI-CHEW Hits the Road for Halloween

Pringles Takes ‘Once You Drop’ Tagline to the Grave

Pringles is inviting fans to pledge their eternal loyalty to the brand.

As part of its “Once You Drop” campaign, consumers can sign a digital “will and taste-ament” for a chance to win a custom Pringles can-shaped urn and an “afterlifetime” supply of crisps – equivalent to 200 years’ worth.

The promotion draws inspiration from Pringles can inventor Frederic Baur, whose ashes were buried in one of the brand’s containers in 2008. The campaign brings that piece of Pringles history into a Halloween-themed promotion aimed at tapping into Gen Z’s affinity for dark humor and unconventional storytelling, according to the brand.

“Pringles has always been about the joy of the unexpected and this campaign takes our ‘Once You Drop’ campaign tag literally: the pop don’t stop, not even once fans ‘drop,’” said Mauricio Jenkins, Salty Snacks Brand & Content Lead at Mars Snacking North America, in a statement.

He continued, “We’re putting Pringles on the salty side of Halloween and rewarding the ultimate fan in the most lasting way possible – by making the Pringles can part of their legacy.”

Consumers can enter at OnceYouDrop.com through Oct. 22 and download a seal of commitment to share on social media. One winner, expected to be announced on or around Halloween, will receive a personalized, precious-metal urn modeled after the Pringles can, along with the 200-year supply of crisps.

Daiya Launches Cheesecake Bites with Cade Cunningham

Dairy-free food producer Daiya has teamed up with NBA All-Star Cade Cunningham – who has followed a dairy-free lifestyle for years – to launch its cheesecake bites, a poppable frozen treat featuring a cheesecake center and chocolatey coating.

Available in three flavors – Original, Strawberry and Chocolate – the bites contain 100 calories per serving. The new offerings are available at Sprouts Farmers Market, Meijer and Kroger stores nationwide with a suggested retail price of $8.99 per bag.

“For me, it’s all about balance. I work hard, but I also believe you shouldn’t have to miss out on the foods you love,” said Cunningham in a statement. “Finding dairy-free desserts that genuinely deliver on taste isn’t always easy. Daiya Cheesecake Bites do exactly that, which made partnering with the brand feel like a natural fit.”

Ocean Spray Takes Cranberry Sauce Beyond the Holidays

Ocean Spray Cranberries Inc. is challenging cranberry sauce’s holiday-only reputation with The Saucy Spoon Diner, a one-day pop-up in New York City designed to highlight the product’s year-round versatility.

Open to the public from 12 p.m-8 p.m. EST on Oct. 22 at 33 Leonard Street, the experience will feature a menu of cranberry sauce-infused dishes, including chicken and waffles, breakfast sandwiches, grilled cheese, mozzarella sticks and milkshakes.

“Few holiday foods inspire stronger opinions than cranberry sauce, and that’s what makes it so iconic,” said Kelvin Vuong, head of USA Foods and Snacking at Ocean Spray, in a press release. “People have traditions, memories and even friendly debates around how they enjoy it. The Saucy Spoon diner is our way of celebrating that passion and giving fans a new way to experience a holiday favorite they already know and love.”

To extend the campaign’s reach beyond New York, Ocean Spray has partnered with food media platform Foodbeast on recipes inspired by the pop-up. The collaboration includes online recipes and social videos scheduled for release following the event.

Sour Jacks Unveils Creator Competition Social Series

PIM Brands-owned candy purveyor Sour Jacks is tapping into reality television culture with the launch of “Sour Jacks Showdown,” a social media competition series designed to build brand awareness and boost engagement among gaming audiences.

The series follows four emerging creators – MrsChimChim, Guapo, Splink and Jalon – competing for a $25,000 grand prize through challenges inspired by Sour Jacks’ layered candy experience. The campaign also incorporates interactive elements, giving viewers opportunities to unlock rewards and win prizes.

“Gaming feels like a natural home for Sour Jacks because the idea of leveling up is already central to how our fans play, compete and connect,” said Patty Gonzalez, SVP of marketing at PIM Brands, said in a press release. “

Developed specifically for social media consumption, Sour Jacks Showdown will package each episode into multiple short-form videos optimized for sharing and digital engagement. The first episode is now rolling out across the brand’s TikTok, Instagram and YouTube channels.

HI-CHEW Takes Halloween on the Road

Morinaga’s HI-CHEW is getting into the Halloween spirit with a five-city experiential marketing tour promoting its limited-edition Halloween Mystery Mix. The Mystery Manor Tour transforms a mobile activation into a haunted house-inspired trunk-or-treat experience, including candy sampling, interactive games and seasonal surprises.

The tour is making stops throughout October in Austin, Nashville, Chicago and Hoboken, visiting college campuses, popular attractions and community events. The final stop, scheduled for Halloween day in Hoboken, will include the official reveal of the mystery flavor.

“We’re creating memorable moments for communities across the country while giving our Chew Crew a fun new way to engage with HI-CHEW, celebrate Halloween and discover the mystery behind our newest flavor,” said Teruhiro “Terry” Kawabe, president and CEO of Morinaga America, Inc., in a statement.