It may sound crazy, but Pringles and caviar have become a treat of sorts, with people craving for more. This limited edition partnership was borne out of the popular TikTok trend, which had enthusiasts munching their crisps with a dollop of caviar.
Mauricio Jenkins, US Marketing Lead for Pringles, said the pairing of Pringles with caviar is the epitome of the high-low snacking trend. “Pringles joining forces with The Caviar Co. was a natural collaboration to merge the world of high-brow snacking with social media trends and provide fans with the ultimate flavor experience.” She highlighted that the trending snacking behavior expertly curates Pringle’s crisp flavors with the seafood delicacy for a Pringle’s tasting experience.
This unique collaboration gave rise to the limited edition online shop ‘Crisps and Caviar Collection’ in September. It featured a variety of Pringle flavors with different caviars that came with a gold collectible caviar key chain to open tins and two spoons to enjoy the snack at home or on the go.
Petra Higby, the CEO and founder of The Caviar Co., said Pringles and caviar are the high-low snacks the world didn’t know it needed, but the combination is simply delightful. “We expertly paired our high-quality, sustainably sourced caviar and roe with Pringles flavors that complement each other in taste, aroma, and texture – the result is a must-try collection that takes the guesswork out of pairing and serving caviar, is sure to elevate any occasion, and brings your caviar dreams to life.”
But this crazy snacking trend exploded before the Pringle – The Caviar Co., partnership. An episode of Real Housewives of New York, which aired in July, featured a cast member Erin Lichy serving Pringles and caviar at a party. And this went all out on TikTok.
Jenkins pointed out that TikTok is fueling culture. “Authentically leveraging TikTok trends with our brand not only allows us to stay relevant among our fan base and the masses, but it enables us to foster and build meaningful relationships with new and existing fans. We’re building these authentic fan connections by listening to what’s popping in culture and giving the people what they want.”
Also Read: How Spotify Wrapped 2023 Nailed its Branding Strategy
