To tap into the excitement of the World Cup, Pringles launched a high-energy regional
influencer campaign across the UAE, Saudi Arabia, and Iraq, bringing football culture, fan
personalities, and match-day excitement together through entertaining social-first content.
At the heart of the campaign was a customized PR experience designed to get creators fully
into the football spirit. Influencers received specially curated Pringles PR boxes featuring
personalized jerseys, Pringles cans, a referee’s whistle, and a hand clapper, giving them
everything they needed to create fun, immersive match-day content.
Creators kicked off the campaign by sharing engaging Stories showing how they were
getting match-ready with their PR kits, building excitement and naturally integrating Pringles
into the football viewing occasion.
The main video content then brought the campaign concept to life through a humorous
“expectation versus reality” approach, exploring the different personalities every football fan
recognizes during a match.
Creators portrayed three distinct fan archetypes: the cool observer who stays calm no matter
what happens, the analyst who breaks down every move and decision, and the high-energy
fan who experiences every second of the game at full intensity.
The contrast between these personalities created relatable and highly entertaining content
that audiences could instantly connect with. By combining humor, recognizable football
behavior, and strong product integration, the campaign positioned Pringles naturally within
the social moments that make watching football so memorable.
Each creator added their own personality and interpretation to the concept, allowing the
content to feel authentic while maintaining a strong and consistent campaign narrative
across all three markets.
The campaign performed extremely well, generating strong engagement and positive
audience reactions, with sentiment across the content remaining entirely positive. Its playful
creative direction and culturally relevant approach helped Pringles stand out during one of
the biggest sporting moments of the year.
Starfish was proud to bring this regional Pringles World Cup influencer campaign to life
across the UAE, KSA, and Iraq, combining customized creator experiences, entertaining
storytelling, and football fandom to create a campaign that truly captured the energy, humor,
and excitement of match day.
