The Viral Sensation: Pringles and Caviar Taking TikTok and Instagram by Storm
Pringles and Caviar Co paired up to revolutionize snacking, captivating TikTok and Instagram users with their trendy fusion This collaboration sparked a viral sensation, creating a whole new way to enjoy snacks
The unexpected collaboration between Kellanova's Pringles brand and the high-end caviar marketer The Caviar Co. originated in real life but gained widespread attention on social media, leading to increased awareness of their potato chip-caviar collection.
Initially, executives from The Caviar Co. teamed up with the Pringles team at the seventh annual Interscope House during Coachella in April, where they treated guests to The Caviar Co.'s Kaluga Hybrid caviar alongside a variety of Pringles flavors. Following the event, images and content shared on TikTok and Instagram spread rapidly and extensively, prompting discussions between the two companies about formalizing a partnership.
“To fulfill the TikTok community's desire, we promptly collaborated with The Caviar Co. to combine our culinary expertise and innovatively craft a fresh way for fans to savor the familiar and beloved flavors, offering them the ultimate experience to enjoy this trending fusion,” stated Mauricio Jenkins, U.S. marketing lead for Pringles.
High-low snacking
Pringles and caviar, according to Jenkins, represent the pinnacle of the high-low snacking trend.
The collaboration between Pringles and The Caviar Co. was a natural choice, aiming to bring together high-end snacking with social media trends to create the ultimate flavor experience for fans, the executive stated.
Pringles and The Caviar Co. worked together for three months to create the perfect flavor combinations for on-the-go snack kits and flights, according to Petra Higby, CEO and founder of The Caviar Co.
The outcome of their collaboration is the Crisps and Caviar Collection, a limited-edition online shop that launched in September. This collection includes three different kits, each pairing various Pringles flavors with different types of caviar. Additionally, each kit includes a gold collectible caviar key chain to open the tins, as well as two spoons for enjoying the snack at home or while on-the-go.
Before the collection debuted in September, an episode of Bravo's "Real Housewives of New York" that aired in July featured cast member Erin Lichy serving Pringles and caviar at a party. This quickly went viral, reaching over 10 billion views on TikTok alone by late August.
"TikTok is influencing culture, and by genuinely incorporating TikTok trends into our brand, we're able to not only remain relevant with our fan base and the public, but also establish and cultivate meaningful relationships with new and existing fans," explained Jenkins. "We're nurturing these genuine connections with fans by staying attuned to current cultural trends and delivering what people want."
The “RHONY” episode became a cultural phenomenon just before the Crisps and Caviar Collection launch, but the reality TV show’s role was entirely natural and unplanned, according to Higby. The timing was simply fortunate.
Following the episode, The Caviar Co. executives contacted Lichy’s team to send her samples of their top Pringles and caviar pairings, which she shared on her Instagram stories shortly before the scheduled product launch, as per Higby.
“When we first announced the collaboration, we were delighted to witness the excitement and discussions on social media — from our consumers, Gen Z, social media users, and more. However, coinciding with the ‘RHONY’ episode and our genuine connection with Erin, we were pleased to observe that the collection also received a warm reception from Bravo-nation, pop culture enthusiasts," Higby said.
From Instagram to influencers
The collaboration between Pringles and TikTok garnered a remarkable 21.8 million views upon launch. The Caviar Co.'s Instagram Reels also saw strong engagement, with over 89,000 views. Within 48 hours, the collaboration generated an impressive 1.5 billion impressions from earned media and organic social media coverage. Over the next 30 days, The Caviar Co.'s Instagram channel experienced a substantial 353% increase in non-follower reach, an 86% spike in non-follower accounts engaged, and a 44.9% increase in overall impressions. Additionally, Google Trends showed a significant spike in searches for caviar and Pringles after the launch, remaining at an all-time high in the months that followed.
Pringles focused on earning media coverage as a key element of its Crisps and Caviar Collection marketing strategy, resulting in significant exposure in major food and news publications, as reported by Jenkins.
In addition, Pringles successfully partnered with social influencers such as Remi Bader, Serena Kerrigan, Trisha Paytas, and Bravo TV stars including Lichy, who all naturally shared the collaboration. Pringles also utilized paid amplification across influencer and brand social content, and regularly posted new 'daily drop' announcements on the brand's social channels.
The Caviar Co. anticipates a surge in sales during the holiday season, traditionally the peak period for the caviar industry. The company is preparing for a busy time with giftable sets, collections, events, and seasonal promotions. While neither brand disclosed sales figures, Higby stated that they have surpassed their expectations, with the Crisps and Caviar Flight being the favorite. Regardless of the final sales numbers, the partnership is mutually beneficial.
“We created a new snacking occasion for Pringles fans, caviar lovers and the caviar-curious,” Jenkins noted.
