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Pringles briefed us to launch their new Hot! range with one goal: go viral. Simple in theory, rare in reality. But this one caught fire—literally.

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We created Hot vs Cole, an idea that put Chelsea star Cole Palmer’s famously chill persona to the test. Set in a sauna and with a lie detector, Cole faced the heat of Pringles' spiciest flavours while answering questions under the pressure.

 No script. No fakery. Just real reactions, real sweat, and crisps that nearly finished him.

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The campaign kicked off with short-form, social-first content that immediately took off—fuelled by fan reactions, creator remixes and media pickup. It landed over 10M organic views, 120+ pieces of media coverage, and £1.2M+ in earned media value 💰

 

It also delivered a noticeable uplift in product trial, with Blazin’ Fried Chicken quickly becoming a fan favourite.

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Hot vs Cole didn’t just spark conversation—it set off a cultural chain reaction, showing what happens when the right idea meets the right talent...and the internet throws fuel on it 🔥

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