Pringles' flying mustaches rescue Super Bowl snacking — 7.5B impressions, Effie Gold

Pringles had been a Super Bowl regular for eight years, but in 2024 it ranked 30th of 59 ads on the USA Today Ad Meter. Consumers knew the brand; they just were not reaching for it. With snack choices made weeks before game day, Pringles and FCB New York needed a pre-game idea with real purchase pull, not another awareness spot.

The idea grew from the brand's most distinctive asset: Mr. P's mustache. A survey found 69% of snackers agreed 'Mr. P is hiding secrets in his mustache', and a cultural mustache renaissance gave the joke currency. So Mr. P became a Pied Piper: Adam Brody, out of Pringles at a party, blows into an empty can, and iconic mustaches — Nick Offerman's, James Harden's, Chiefs coach Andy Reid's — detach and fly in with fresh cans, set to a playful take on the heroic 1960s Batman theme.

The :30 was only the finale. For a month, Pringles teased four mustached silhouettes, riffed on the mysterious New Jersey drone sightings, put 78 mustacheless Andys on Kansas City's digital billboards, and sent Jimmy Kimmel Live's Guillermo on a quest for his missing mustache. Twenty brands — Captain Morgan, Mr. Monopoly, the GEICO Gecko, Scrub Daddy and the Minions among them — let their mascots' mustaches join, turning the campaign into a cultural moment that aired its centerpiece to 137.7 million viewers.

The campaign logged 7.5 billion earned impressions, tested in the top 1% of 2025 Super Bowl ads (Ipsos), made iSpot's top-10 likability list, and lifted unit sales 8.4% versus the prior year's Super Bowl window. It earned a Gold Effie and Grand Effie contender slot at the 2026 Effie Awards US Gala.