Before the Metaverse, the cloud and the internet, players shared computer games using the sound of binary code loaded onto a system called the ZX Spectrum. To coincide with the system’s 40^th anniversary, Pringles has launched the ‘Stay in the Game’ campaign with help from Grey London which sees the brand share a Pringles chip using the sound of binary code.

As a nod to all those who have ‘stayed in the game’ since gaming began and to solidify the snack’s position as a go-to for gamers, the campaign throws back to the early 80s and the 8-bit home computing revolution. The ‘Pringlesonic Chip’ is an 8-bit depiction of a potato chip created in binary code sound and has now been sent out to the world in a teaser film. 

The teaser film features an 80s monitor with text that encourages audiences to set their minds back to think about gaming before the metaverse, VR, Ar and the likes. The text asks audiences to remember 8 bit gaming and throughout has a soundtrack of binary code. At the close of the ad, in a nod to original gamers, the text reads: “You know what to do.” 

While for some the ad seems cryptic, others instantly recognise the binary code and can download the sound to play to their ZX Spectrum. Those that do this not only find the Pringlesonic Chip but also details of a competition to win a one-off 8-bit can of Pringlesonic Original Computer Chips. To be inclusive of younger gamers too, Pringles has also created additional social content featuring footage of the supercomputer creating the 8-bit Pringlesonic Chip. 

“It’s been said that without the ZX Spectrum, computer gaming would never have taken off in the way it has, so it makes sense for the go-to gaming snack  Pringles to pay tribute to its ability to stay in the game, even as it turns 40, with this ingenuity of Pringles, mind popping 8-bit of genius.” said Laura Jordan Bambach, president and chief creative officer at Grey London.

The relationship between Pringles and gamers is long-standing; the brand often suggests that the shape of the chip was conceived by engineers as a way of making a crisp less likely to break before reaching people's mouths. Pringles claim that to perfect the shape, they employed a supercomputer to crunch the numbers and come up with the ideal dimensions. This makes it a perfect snack for gamers, as not only are they less messy, but they’re also less greasy, a crucial factor for those who play while they pop.

“Pringles continues to be the go-to snack for gamers and we’re really excited to take that to the next level. When talking to consumers during campaign development, they told us how the Pringles chip is like no other, how the less mess snack helps them stay in the game which formed the basis of our ‘Stay in the Game’ creative idea. We’re looking forward to having a lot of fun with this campaign under our new brand platform Mind Popping.” explained Aisling O’Hara, Pringles Europe Marketing Manager.

The campaign launched to coincide with the ZX Spectrum’s 40th anniversary on 23^rd April; the first since its inventor, Sir Clive Sinclair, passed away in September 2021. 

The gaming audience is highly sought after but often hard to reach. By paying homage to older gaming both in the topic and through the gamification of the campaign, the brand demonstrates a meaningful understanding of the gamers it hopes to reach.