For Super Bowl 2026, Pringles decided to get weird. Specifically, “building-a-boyfriend-out-of-dehydrated-potato-slices” weird.
The campaign, titled “Pringleleo,” starring global pop sensation Sabrina Carpenter, wasn’t just a commercial; it was a masterclass in cultural fluency. By leaning into the “playful, unhinged” energy that has defined Carpenter’s meteoric rise, Pringles successfully bridged the gap between a 1990s slogan and a 2026 digital-first audience.
Here is an in-depth look at the strategy, the social metrics, and the surrealist execution that made Pringles the most talked-about snack of the Big Game.
The $10 Million Gamble: Context of Super Bowl LX
Levi’s Stadium in Santa Clara served as the backdrop for a historic year in advertising. With airtime stabilizing at approximately $233,000 per second, brands were under immense pressure to deliver “platform moments” rather than just “TV spots.”
Pringles entered the fray for its ninth consecutive year, facing stiff competition from snack giants like Ritz and Nerds. To stand out, they needed more than just a celebrity cameo; they needed a catalyst. Enter Sabrina Carpenter—fresh off her record-breaking Short n’ Sweet tour and a highly publicized run at the 68th Grammy Awards.
The Sabrina Catalyst: Authenticity Over Endorsement
The brilliance of the Carpenter partnership lay in its origin story. Unlike many forced celebrity pairings, this one was rooted in a 2017 tweet where a young Sabrina asked the internet how to look attractive while eating Pringles.
By the time the cameras rolled in early 2026, Carpenter wasn’t just a spokesperson; she was a “genuine fan.” This authenticity allowed Pringles to capitalize on her specific brand of wit—a mix of self-deprecation and “main character energy” that resonates deeply with Gen Z and Millennials.
Pivoting the Conversation
Timing is everything in the Super Bowl cycle. Pringles released the full “Pringleleo” spot just twenty-four hours after Carpenter faced a series of Grammy snubs and a minor PETA controversy. By dropping a lighthearted, viral-ready commercial at that exact moment, the brand effectively pivoted the global conversation from award-show drama to snack-based surrealism.
Narrative Architecture: The “Pringleleo” Storyline
Developed by BBDO New York, the commercial serves as a romantic parody of modern dating.
The ad opens with a frustrated Carpenter declaring, “So tired of boys, I need a man.” 1. The Catalyst: Julius Pringle (Mr. P) comes to life on the iconic red can and whispers a simple, devious command: “Do it!” 2. The Construction: In a montage of flavor-stacking, Carpenter physically builds “Pringleleo”—a life-sized, animatronic partner made entirely of crisps. 3. The Romance: We see the pair flying kites, going on car rides, and appearing on the “Kiss Cam” at a stadium. 4. The Tragedy: At a red-carpet premiere, a crowd of hungry fans pounces on Pringleleo, devouring Carpenter’s soulmate. 5. The Twist: In a final, dark comedic beat, a grieving Sabrina begins eating the remaining fragments of her partner.
The Tagline: “Once You Pop, The Love Don’t Stop.”
Practical Magic: Animatronics vs. CGI
While the 2025 Pringles campaign relied on CGI “floating mustaches,” the 2026 production (directed by the duo Vania & Muggia) opted for practical effects. Using a life-sized model of Pringleleo added a tactile, “salty” personality to the ad. Mauricio Jenkins, Pringles U.S. marketing lead, noted that having a physical “talent” made of chips helped the bizarre relationship feel more “natural” to the viewer.
SEO Insights: Reviving the “Once You Pop” Era
A major strategic pillar for 2026 was the reinforcement of the revived slogan: “Once You Pop, The Pop Don’t Stop.”
Originally a 90s staple, the tagline was reintroduced in October 2025. The Super Bowl ad successfully evolved this into “The Love Don’t Stop,” linking the product’s functional benefit (the irresistibility of the pop) with the narrative’s emotional hook.
For SEO and brand recall, this was a vital move. It leveraged decades of brand equity while framing it for a generation that loves “unhinged” romantic parodies.
By the Numbers: Social Media Dominance
Pringles didn’t wait for kickoff to start the clock. Their “social-first” strategy treated the broadcast spot as the climax of a month-long digital campaign.
Despite some “release fatigue” from fans who believe Super Bowl ads should stay secret until game day, the data suggests that the early digital rollout provided a massive return in earned media value. By the time the ad aired during the second quarter, millions had already “lived” the campaign through TikTok filters and Instagram Reels.
Retail Activation: The Snack Stadium
Awareness is nothing without conversion. To drive sales at the point of purchase, Pringles launched the Pringles x Cheez-It Snack Stadium.
This retail play targeted the high-traffic pre-game window at Walmart and other major retailers. By offering a build-it-yourself “Snack Stadium” kit with the purchase of four participating products (including Pringles Original and Sharp White Cheddar), the brand encouraged fans to replicate the “Pringleleo” stacking experience at home. It was a perfect synergy between high-concept advertising and boots-on-the-ground sales strategy.
Critical Reception: A Polarized Masterpiece
In the world of advertising, if you aren’t polarizing, you’re invisible. “Pringleleo” received a mixed bag of reactions:
- The Critics: Some NFL traditionalists on X labeled the ad “the worst commercial I’ve ever seen,” citing “release fatigue” and the “needy” characterization of Carpenter.
- The Fans: Gen Z audiences and industry analysts praised the spot for its “cultural fluency” and “disciplined storytelling.” Forbes predicted it would rank as the most popular of the night, specifically because the product (the chip) was the literal star of the romance.
The Verdict: Why It Worked
The Pringles 2026 campaign represents a definitive shift in the brand’s trajectory. By identifying a talent who authentically embodied the brand’s “playful, unhinged” tone, Pringles broke through the clutter of an $8 million-per-slot broadcast.
