Global snack food brand Pringles and Sanrio, the parent company of popular characters like Hello Kitty and My Melody, have launched a collaborative marketing campaign centered around a “Dan-Chwan Land” (sweet and savory land) theme, the companies announced Monday.
The campaign aims to capitalize on the growing popularity of both sweet and savory flavor combinations and the enduring appeal of Sanrio’s character IP, according to a statement released by Pringles. The collaboration marks the first time a premium potato chip brand has partnered with a global character IP, sources confirmed.
The campaign will unfold across multiple platforms, including digital video advertising, interactive online events, and in-store promotions featuring limited-edition merchandise. A key component will be the release of digital advertisements showcasing the “Dan-Chwan Land” storyline. Consumers will also be able to participate in an online “Dan-Chwan Index” personality test on Pringles’ official social media channels, featuring My Melody and Kuromi.
Pringles will also collaborate with social media influencers to create and share recipes featuring the recent flavor combinations. The collaboration will extend to limited-edition packaging featuring Sanrio character artwork. Specifically, “Pringles Butter Caramel” will feature a pink color scheme and imagery of My Melody, while “Pringles Sweet Onion” will showcase Kuromi and a sweet onion flavor profile, according to the company.
The products are scheduled to be available nationwide in major retailers and online stores beginning in late February.
“Consumers these days are looking for brand experiences that travel beyond the product itself and reflect their personal tastes and sensibilities,” said Yoon Ji-won, Pringles’ marketing director, in a statement. “Through this collaboration, we hope to deliver the unique taste of Pringles in a more immersive and enjoyable way.”
Pringles plans to expand similar campaigns that combine taste and emotional connection in the future, Yoon added.