The Brief
Pringles wanted to solidify its place as the snack of choice for the gaming community. So we created something so bold, so competitive, so absurd, that we grabbed global attention online and IRL.
Creative Concept
Enter: The Battle Couch. A 7.5 metre long, custom-built gaming throne of champions.
The live gaming tournament experience took place at London Printworks, with a couch big enough to host global players, a Twitch stream built for scale, and a concept as irreverent as the brand itself.
The Delivery
This was no off-the-shelf activation. Our London creative agency, with the help of Bearded Kitten Studios, engineered the couch, designing, prototyping, and upholstering a giant, branded sofa to match the Pringles identity. We transformed London’s Printworks into a Pringles power zone: slick set design, dramatic lighting, huge digital screens, and a commentary desk to bring that esports energy.
Starting from international qualifiers, battling to a showdown, there was only to be ONE King of the Couch. We did just that, with a two-day tournament streamed to the world and packed with custom-built gaming rigs, high-octane competition, and plenty of stacked snacks.
The Impact
Hundreds of gamers. Millions of viewers. One global winner. The experiential campaign created a moment that Pringles could own, and fully cemented them within the gaming community.
The couch, naturally, was a PR magnet, stacking up the coverage across Europe, Asia and the US; a tasty brand activation for everyone involved!
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