Mars, Inc.

The Strategy

Built on Pringles' "Pass the Pringles and Level Up" strategic gaming proposition, the campaign recognised gaming as a major growth opportunity, with 84% of Pringles' target audience already identifying as light or heavy gamers.

Research showed players respond far more positively to authentic in-game rewards than traditional promotional prizes, so the strategy focused on enhancing gameplay itself by connecting every Pringles purchase with exclusive digital content.

Xbox was selected for its strong market position, cultural relevance and ability to deliver exclusive rewards across multiple titles. Working with Xbox and their Game Studios, Miai helped to ensure every reward felt authentic to each game, while Brand Culture led the overall campaign strategy and delivery.

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The Idea

Every promotional can became a gateway to exclusive Xbox rewards through a simple "Scan to Unlock" mechanic.  

Consumers redeemed on-pack codes via Poptopia to unlock content across World of Warcraft: Midnight, Fallout 76, Sea of Thieves and The Outer Worlds II. The multi-reward mechanic encouraged repeat purchases, while limited-edition packaging, including the Fallout 76 Mystery Flavour, brought the partnership to life at shelf.

Execution

Limited-edition packs, a seamless digital redemption journey and integrated Xbox activations created a frictionless experience from purchase to gameplay. Brand Culture led campaign execution while Miai coordinated integration across Xbox, multiple game studios and creative stakeholders, ensuring a consistent experience across every touchpoint. Xbox hardware prizes complemented the in-game rewards, adding further retailer excitement and shopper value.

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Results & Effectiveness

The campaign combined the scale of Xbox with meaningful in-game rewards to create a promotion that encouraged trial, repeat purchase and deeper engagement. The multi-reward mechanic drove sustained participation, strengthened Pringles' relevance among Gen Z and Millennial gamers, and provided a high-profile platform for the Fallout 76 Mystery Flavour launch.

More importantly, the campaign shifted Pringles from being associated with gaming to actively enhancing it. By delivering genuine value through gameplay rewards, the partnership strengthened brand affinity, influenced purchasing behaviour and established Pringles as an authentic part of gaming culture while delivering strong commercial performance.

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