Pringles is putting a twist on its chip line, launching a new bowtie-shaped format inspired by its mascot, Mr. P, in Canada.

Pringles Mingles is the Kellanova brand’s first bagged, rather than canned, snack offering in a decade-and-a-half. According to the company, the brand opted for that packaging to position the product as a light snack. The new Pringles, which are already available worldwide, also combine three of the brand’s most popular flavours: cheddar and sour cream, cheddar and ranch, and dill pickle and ranch.

Nicole Gawen, VP of marketing and wellbeing at Kellanova, tells strategy that with Mingles, the team saw an opportunity to tap into the growing market trend to combine different flavours in the same presentation. “Through this innovation, the brand is looking to engage Canadians on a hunt for delicious, puffed snack options in a shareable pack format that encourages them to ‘mingle’ with others,” Gawen says.

“The launch also aligns perfectly with some of the biggest concerts and sports games of the year and the brand is leaning into that, encouraging Canadians to get their fix of Pringles Mingles as they get ready to mingle with family, friends and fellow fans,” adds Gawen.

The product launch is also in line with the brand’s efforts to innovate with new flavours. In March, Pringles launched a Baconator-flavored LTO potato chip that turned Wendy’s burgers into what it described as a “totally munchable” snack. The offering was intended to respond to growth in the salty snack category, which continued to see higher consumption compared to pre-COVID-19, according to Pringles. It drove online buzz and engagement by creating a logo that blended Wendy’s mascot, Wendy Thomas, with Mr. P.

As part of the Pringles Mingles launch, the brand will be running DOOH and product sampling in high-traffic areas, such as Union Station and Rogers Centre in Toronto throughout November. In December, they will extend these activities to BC Place, Granville Station and Burrard Station in Vancouver. In addition, the media plan includes TV, digital media and social networks.

Mixtape handled creative, while Starcom led media buying and MSL Canada PR.