"Our partner talent has to be a genuine brand fan! Sabrina is the biggest thing in culture right now and is a fan of Pringles, so having the opportunity to work with her and engage her fan base in all the fun we have planned for the big game is an exciting partnership that hits all the right factors for us."
"Each partnership has sharpened our approach, she says. We've learned that the most effective talent isn't just recognizable-it has to authentically align with both the audience and the brand's voice. Reinecke points to Carpenter as an example of this. She connects deeply with Gen Z while naturally embodying the self-aware, unhinged internet humor that defines how the brand shows up today, Reinecke says. The partnership has really embodied a shared sense of play, which we hope ultimately makes it resonate with our fans."
A teenaged Sabrina Carpenter tweeted in February 2017 asking how to look attractive while eating Pringles. Nine years later, Carpenter stars in Pringles' Super Bowl teaser from BBDO New York, plucking chips like a bouquet and saying, “He loves me, he loves me not.” Pringles emphasizes celebrity partners who are genuine fans, citing Carpenter as a fan who connects with Gen Z. The brand previously worked with Meghan Trainor, Chris Pratt, and several other celebrities. Pringles’ strategy prioritizes authentic alignment with audience and brand voice, aiming for playful partnerships that resonate with fans.
Read at Fast Company
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