Pringles Turns Its Iconic Tube Into a Halloween Burial Vessel

Pringles will bury one fan in a custom metal alloy urn shaped like its signature tube, alongside a 200-year supply of chips, in a new Halloween sweepstakes from Mars Snacking North America (Pringles' parent company).

What is "Once You Drop"?

The campaign extends the long-running "Once You Pop, the Pop Don't Stop" platform. "Once You Drop" is the third installment, following 2025's "Duck King" and a Sabrina Carpenter-led effort earlier this year. Mars Snacking North America co-created the work with BBDO New York and Weber Shandwick. The film will run across social channels and online video.

What does the prize include?

• A single Pringles-shaped urn, crafted from metal alloy
• A 200-year supply of Pringles chips
• Public announcement of the winner, set for around Halloween

Dan Kelly, executive creative director at BBDO New York, framed the urn as "the unmistakable look and feel of Pringles with thoughtful design touches and the durability needed for its intended purpose as a real-life urn."

Who anchors the creative?

TikTok creator Dan the Funeral Man, a working funeral director, leads the comedic film. He opens by inspecting a casket. He then discloses that the original can's inventor was buried in his own design. Allyson Hoar, executive creative director at Weber Shandwick, called the casting deliberate. "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," Hoar said. "As an actual funeral director, he brings real-world experience, a unique sense of humor, and a playful spirit to this campaign," she added.

When and how can fans enter?

• Entries open: October 13, 9 a.m. ET
• Entries close: October 22, 11:59 p.m. ET
• Entry site: onceyoudrop.com
• Entry mechanism: fans sign a "Last Will and Taste-Ament" pledge online

What is the marketing strategy?

Mauricio Jenkins, salty snacks brand and content lead at Mars Snacking North America, framed the work as a deliberate play for Gen Z attention. "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," he said. The strategy trades product samples for narrative spectacle, deploying a burial urn to maximize earned media (non-paid press coverage) across TikTok and online video.

The campaign lands in a familiar fourth-quarter lane where salty snack brands cede share to novelty candy. The 200-year supply figure functions as social amplification bait, not an actual inventory commitment. Pringles continues its platform-led storytelling model, where each campaign rests on a single comedic premise rather than product feature claims.

For Mars Snacking, the bet is straightforward: absurdity sustains attention longer than a standard Halloween coupon. If the urn drives even modest engagement among Gen Z viewers, the earned-media value could exceed a comparable paid spend on YouTube and Instagram.