Observed Signal · Jul 16, 2026 · Campaign Launch · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Campaign / Media Planning Market: Pringles launches Mars-era social campaign 'Du auch?'
Pringles has launched its first major campaign under new owner Mars in Germany, introducing the claim “Du auch?” as part of a broader international “Pass the Pringles” identity. The integrated campaign emphasizes “social snacking” and includes a public social experiment with creators handing and sharing Pringles cans to create recognisable social moments. Media execution, planned by Dentsu’s Carat, uses a mix of (D)OOH focused on major cities, online video (primarily YouTube), VOD, social channels (Instagram and TikTok) and retail media. Creative and branding partners named are AMV BBDO (creative) and Jones Knowles Ritchie (JKR). The article notes that although Mars moved its global media account from WPP to Publicis in mid‑2025, Pringles’ European media business appears to remain with Carat.
Major consumer brand (Pringles/Mars) launching an integrated, media-supported campaign using DOOH, online video, social and retail media; notable for agency roles and media-planning choices amid Mars’s wider media-account shifts.
Key Takeaways & Evidence Grounding
- Pringles launched a German campaign under new owner Mars with the claim “Du auch?”.
- The campaign is part of the international “Pass the Pringles” identity and highlights a concept described as “Social Snacking”.
- Media mix announced by MEEDIA: (D)OOH, online video (primarily YouTube), Video on Demand, Social Media (Instagram and TikTok) and Retail Media.
- Integrated agency team: Carat (Dentsu media agency) handled the media plan; AMV BBDO is the creative agency; Jones Knowles Ritchie (JKR) is the global branding agency.
- Mars is described as a US conglomerate with revenue of around $65 billion and brands including Pedigree, Whiskas, M&M’s, Snickers, Pringles and Ben’s Originals.
Connected Companies & Entities
4 Entities mappedPublicis Groupe
Global advertising, media, consulting and data services group.
“Although in mid‑2025 a switch of Mars's international media account from WPP to Publicis became known, this apparently does not apply to Pri...”
Mars
Global consumer goods and petcare brand owner.
“The brand Pringles starts under its new owner, the Mars corporation from the USA, its first large campaign....”
Carat
Global dentsu-owned media agency for enterprise advertisers.
“In the media plan prepared by Carat (Dentsu media agency), (D)OOH in a "colorful mix of national cities with a focus on major cities" is on ...”
WPP
Global marketing services group with agencies, media operations and AI software.
“Although in mid‑2025 a switch of Mars's international media account from WPP to Publicis became known, this apparently does not apply to Pri...”
Ontology Mapping & Concepts
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