Executive Overview
In what can only be described as a masterclass in macabre marketing and absurdist brand storytelling, Pringles has officially taken its iconic cylindrical can to the grave. Just in time for the Halloween season, the beloved snack brand—under the Mars Snacking North America umbrella—has launched its most startling and unhinged campaign to date: “Once You Drop.”
Building upon the momentum of viral campaigns like the 2025 "Duck King" initiative and pop superstar Sabrina Carpenter’s chip-crafted love interest earlier this year, Pringles is officially leaning into the dark humor of mortality. The centerpiece of this campaign is a once-in-a-lifetime (and beyond) sweepstakes offering one exceptionally dedicated, die-hard fan the chance to be laid to rest in a meticulously engineered, custom-designed Pringles can urn.
Co-created by creative powerhouses BBDO New York and Weber Shandwick, the campaign cleverly bridges pop-culture morbidity with historical brand trivia. It nods directly to the legacy of Fredric Baur, the organic chemist and food storage technician who designed the original Pringles can in 1966—and whose ashes were famously buried in one of the iconic containers upon his death in 2008.
By partnering with TikTok sensation and professional mortician "Dan the Funeral Man," Pringles has managed to craft a promotional effort that is simultaneously morbid, hilarious, and impeccably targeted toward Gen Z’s insatiable appetite for surreal, self-aware humor. As entries open on October 13, consumers across the internet are left asking themselves just how far their brand loyalty truly extends—all the way to the afterlife, apparently.
Detailed Chronology of the Campaign
To fully understand how a major global snack brand arrived at the decision to manufacture a functional cremation urn shaped like a stack of potato crisps, one must examine the precise rollout of the "Once You Drop" campaign.
The Evolution of "Once You Pop"
The broader "Once You Pop, the Pop Don’t Stop" platform has long served as Pringles’ vehicle for cultural experimentation. Over the past few years, the brand has systematically shifted away from traditional, family-friendly advertising in favor of high-impact, bizarre, and internet-native concepts tailored explicitly for younger demographics.
- The 2025 Precedents: Following the viral success of the surreal "Duck King" campaign, which embraced weird internet humor, Pringles elevated its pop-culture cachet earlier this year by embedding Sabrina Carpenter into a widely discussed Super Bowl spot featuring a chip-made partner.
- The Halloween Pivot: Recognizing that the autumn holiday offers a unique cultural license for dark comedy, the brand’s creative teams began conceptualizing a campaign that would literalize the phrase "Once you pop, you can’t stop"—extending that unstoppable momentum past the boundaries of mortal existence.
The Launch and the Mechanics of "Once You Drop"
The campaign officially breaks today, deploying across digital video channels, TikTok, and Instagram. At the heart of the digital rollout is a comedic, high-production-value video spot featuring Dan the Funeral Man.
In the advertisement, Dan is seen conducting a routine walkthrough of a funeral home, inspecting a polished casket before turning directly to the camera. With deadpan comedic timing, he drops a fascinating piece of trivia: the man who engineered the iconic Pringles can, Fredric Baur, was actually laid to rest inside one of his own creations. Dan then pivots to the core of the sweepstakes, officially introducing the custom-built Pringles urn and inviting daring snack enthusiasts to throw their hats—or rather, their ashes—into the ring.
To enter, fans are instructed to visit onceyoudrop.com and legally sign the “Last Will and Taste-Ament.” By signing this digital pledge, participants jokingly commit to being laid to rest in the custom urn when their time ultimately comes.
The entry window is intentionally brief, open only from October 13 at 9:00 a.m. ET through October 22 at 11:59 p.m. ET. The lucky (or deeply committed) winner will be announced right around Halloween, securing not only the physical urn itself but a staggering 200-year supply of Pringles—ensuring that their legacy of snacking will outlive generations to come.
Supporting Context & Metrics: Design, Demographics, and Dark Humor
Creating a novelty item that doubles as a legitimate funerary product is no small feat. It requires a delicate balance between brand aesthetics and the solemn dignity required of a final resting place.
Engineering the Ultimate Salty Sarcophagus
According to the creative teams behind the project, the urn is far more than a cheap plastic gag. Crafted from a heavy-duty, premium metal alloy, the container is engineered to withstand the rigorous demands of actual cremation storage while meticulously replicating the visual hallmarks of the classic red-and-yellow Pringles packaging.
"The urn balances the unmistakable look and feel of Pringles with thoughtful design touches and the durability needed for its intended purpose as a real-life urn," explains Dan Kelly, executive creative director at BBDO New York.
Every curve, label proportion, and metallic finish was scrutinized to ensure that if a fan chooses to spend eternity inside a chip can, it will be a durable, high-end container worthy of a mantelpiece—or a columbarium.
Tapping into Gen Z’s Absurdist Psychology
The decision to launch an urn sweepstakes is not a random shock-value tactic; it is rooted in deep consumer insights regarding Gen Z and younger millennial cultural behaviors. Modern youth culture has increasingly embraced dark humor, existential irony, and nihilistic meme formats as a coping mechanism for navigating a chaotic world.
By leaning into self-aware, absurd storytelling, Pringles has successfully positioned itself on the "salty side of Halloween." Instead of pushing standard spooky-season iconography like pumpkins or ghosts, the brand has tapped into the ultimate taboo—death—and repackaged it through a lens of extreme brand loyalty.
Furthermore, the choice of influencer partner was calculated for maximum authenticity. By utilizing Dan the Funeral Man—a working mortician who has built a massive following by demystifying death with humor and educational candor—the campaign avoids feeling corporate or exploitative. Instead, it strikes a chord of tongue-in-cheek realism that resonates deeply with digital-native audiences.
Official Statements and Industry Perspectives
The convergence of death care, consumer packaged goods (CPG), and digital marketing has generated significant chatter across advertising and branding circles. Key leaders behind the "Once You Drop" campaign have weighed in on the strategic philosophy driving the stunt.
Allyson Hoar, Executive Creative Director at Weber Shandwick:
"It was so important for us creatively that we brought authenticity and the right tone to this iconic piece of brand history, which made Dan the perfect partner. As an actual funeral director, he brings real-world experience, a unique sense of humor, and a playful spirit to this campaign."
Mauricio Jenkins, Salty Snacks Brand and Content Lead at Mars Snacking North America:
"Leaning into Halloween’s dark humor and Gen Z’s taste for absurdist storytelling, we’re putting Pringles on the salty side of Halloween and rewarding the ultimate fan in the most lasting way possible—by making the Pringles can part of their legacy."
Industry analysts have praised the campaign for its ability to cut through the noise of traditional seasonal marketing. While competing snack brands lean on predictable flavor innovations or festive packaging, Pringles has fundamentally disrupted the conversation by offering an experiential, permanent stake in the brand’s identity.
Future Outlook: The New Frontier of CPG Brand Loyalty
As the lines between digital advertising, PR stunts, and physical product design continue to blur, "Once You Drop" serves as a fascinating case study for the future of CPG marketing.
For decades, brand loyalty was measured in repeat purchases, sweepstakes entries for vacation packages, or branded merchandise like t-shirts and hoodies. However, as consumers—particularly younger generations—crave experiences that are deeply shareable, ironic, and hyper-personalized, brands are being forced to push boundaries further than ever before.
While it remains to be seen whether the winner of the "Once You Drop" sweepstakes will actually utilize the metal alloy urn for its literal intended purpose or simply display it as the ultimate conversation piece on a living room shelf, the campaign has already achieved its primary objective: cementing Pringles not just as a snack found in a pantry, but as a permanent fixture of pop-culture folklore.
As Halloween approaches and the digital entries flood into onceyoudrop.com, one thing is abundantly clear: Pringles has proven that when it comes to pushing the envelope of modern advertising, once you pop your marketing strategy into the realm of the absurd, you truly can’t stop.