Pringles is giving its iconic can a morbid Halloween twist this year, offering one die-hard fan the chance to be laid to rest in a custom urn.
Launching today, the newest installment of Pringles’ “Once You Pop, the Pop Don’t Stop” campaign is even more unhinged than the last. Following “Duck King” in 2025 and Sabrina Carpenter’s chip-made love interest earlier this year, the Halloween effort, titled “Once You Drop,” is the brand’s darkest humor yet.
Co-created by BBDO New York and Weber Shandwick, “Once You Drop” will air across social channels and online video.
The ad opens on TikTok star Dan the Funeral Man, a real funeral director, checking a casket to make sure it’s ready to go. In the comedic spot, Dan reveals that the inventor of the Pringles can was buried in “his own iconic invention,” then explains that one fan will have the chance to win a similar fate, this time in an original Pringles urn.
The urn is crafted from metal alloy and “balances the unmistakable look and feel of Pringles with thoughtful design touches and the durability needed for its intended purpose as a real-life urn,” said Dan Kelly, executive creative director at BBDO New York.
Dan The Funeral Man goes on to encourage Pringles lovers to sign the “Last Will and Taste-Ament” online, pledging to be buried in the urn when they “drop.” The winner will receive the urn and a 200-year supply of Pringles.
“It was so important for us creatively that we brought authenticity and the right tone to this iconic piece of brand history, which made Dan the perfect partner,” said Allyson Hoar, executive creative director at Weber Shandwick. “As an actual funeral director, he brings real-world experience, a unique sense of humor, and a playful spirit to this campaign.”
Entries open Oct. 13 at 9 a.m. ET and close Oct. 22 at 11:59 p.m. ET. The winner, who will be announced around Halloween, will receive the urn and salty snacks for a lifetime (or rather, two). Fans can enter at onceyoudrop.com.
“Leaning into Halloween’s dark humor and Gen Z’s taste for absurdist storytelling, we’re putting Pringles on the salty side of Halloween and rewarding the ultimate fan in the most lasting way possible, by making the Pringles can part of their legacy,” said Mauricio Jenkins, salty snacks brand and content lead at Mars Snacking North America.
