Pringles Bets on Gen Z Humor With Revival of ‘Once You Pop’ Campaign

Pringles is going back to its roots with a twist that’s more "internet-core" than ever.

The snack brand has resurrected its iconic “Once You Pop” tagline, one of the most recognizable in advertising history.

But this time, it’s been remixed for today’s meme-savvy generation.

Made together with FCB New York,  the new campaign "Once You Pop, The Pop Don’t Stop," reimagines the joy of opening a Pringles can as a portal to unfiltered fun.

It's marked by a launch film called "Duck King," which is honestly as absurd as it sounds. 

However, that's exactly what Pringles was going for. 

Mauricio Jenkins, US head of marketing for Pringles, said the revival celebrates both longtime fans and a new wave of snackers.

“We’re bringing back one of the most iconic taglines in pop culture — ‘Once You Pop, The Fun Don’t Stop’ — with a fresh twist for today’s audience,” Jenkins said.

“It’s packed with the kind of humor and energy Gen Z loves, while giving a playful nod to those who remember the original.”

Dan Kelly, executive creative director at FCB New York, reinforced these sentiments.

“Pringles is one of the most unique snack brands out there. It’s functional, yet playful. So, as we dove into the creative, we aimed to find the fun in the functional.”

Finding Fun in the Functional

Directed by Thomas Ormonde of ProdCo, the launch film starts with a young man jokingly fashioning “duck lips” out of crisps.

While it sounds silly, this decision led him to be crowned the leader by a flock of real ducks.

They give him a cape and carry the bench he sits in as he bids farewell to his date, complete with a king's accent. 

The “Duck King” spot anchors a full campaign rollout across TV and social platforms, where the brand leans into surreal storytelling as part of its new creative direction.

It’s a bold move for Pringles, which long relied on clever simplicity over... whatever this is. 

Behind the humor, the brand’s goal is to reintroduce its playful brand identity to younger audiences raised on absurdist humor.

After all, 69% of consumers still recognize the tagline, according to an Ipsos Ad Campaign Study cited by the brand.

Which is why its nostalgia marketing efforts don't feel dated, because it bridges the cultural gap between 1990s TV ads and TikTok’s algorithmic chaos.

Why Pringles’ Throwback Works

Nostalgia is easy. Making it feel new isn’t. More than recycling a '90s line, Pringles made it feel alive again.

Here are three lessons we can pick up from the campaign: 

• Nostalgic taglines work best when they invite audiences to reminisce and relive. 
• Humor can modernize legacy campaigns when they understand how their audience thinks.
• Pairing familiar phrases with surreal storytelling keeps heritage brands culturally relevant.

The real test will be whether Pringles can turn this single campaign into a longer-term creative platform and keep the meme-y themes consistent. 

Our Take: Can Nostalgia Still Be Weird?

Absolutely, and it should be.

I love that Pringles did more than recycle a jingle for cheap nostalgia points.

Instead, it went for something strange and absurd, which fits how humor actually works online today.

The “Duck King” spot feels like a meme you’d accidentally stumble on at 2 A.M., and that's the genius of it.

Luckily for Pringles, the rest of their social media presence reflects this kind of "brainrot."

When brands try too hard to be nostalgic, it often feels like pandering.

Which is why a perfect balance of heritage and self-awareness is the blueprint to keeping a brand alive in 2025’s attention economy.

In other news, McDonald's revived its own '90s campaign, reintroducing the beloved "McDonaldland" to a whole new audience. 

Want to nail a nostalgic angle in your next big campaign? Check out these top creative agencies in our agency directory.