‘Rick and Morty’ warps to Super Bowl with Pringles spot, product tie-in

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Dive Transient:

  • Pringles will run a Tremendous Bowl advert for the third consecutive 12 months, and partnered with the Grownup Swim animated collection “Rick and Morty” for its 2020 Large Sport effort, in accordance with a press launch.
  • The present’s creators and company Gray Group are serving to develop the Kellogg model’s 30-second spot, which can air throughout the sport’s second quarter. The business nods to a well-liked episode of the present, “Pickle Rick,” the place the titular mad scientist Rick Sanchez transforms himself right into a sentient pickle to keep away from attending household remedy.
  • Moreover, Pringles will introduce a limited-edition, Pickle Rick flavor-inspired can of chips across the Tremendous Bowl. An built-in marketing campaign that includes PR, digital, social media, e-commerce and product sampling will help the push, and the partnership will lengthen all year long, per the discharge.

Dive Perception:

Pringles is switching up its Tremendous Bowl technique for 2020 by forging a partnership with considered one of Grownup Swim’s marquee packages and broadening the trouble nicely previous gameday by an built-in advertising and marketing marketing campaign that touches throughout social, retail and e-commerce. “Rick and Morty,” an adult-oriented animated sci-fi collection with a darkish humor streak, has developed a cult following the Kellogg-owned marketer is seeking to faucet into by introducing a collectible product impressed by a fan-favorite episode, which grew to become a meme on-line.

Letting the present’s creators and Grownup Swim information the Tremendous Bowl inventive might assist make sure the in-game business suits in keeping with the overall tone of “Rick and Morty.” Authenticity is a vital consideration for manufacturers when advertising and marketing round fan tradition, and “Rick and Morty” devotees have precipitated complications for entrepreneurs up to now.

McDonald’s two years in the past reintroduced Szechuan sauce, a limited-run condiment initially tied to the 1998 Disney movie “Mulan,” in response to a viral episode the place Rick turns into obsessed over buying extra of the product. A restricted provide of sauce, together with a scarcity of availability at some restaurant places, led to robust fan backlash, and present co-creator Justin Roiland finally distanced himself and Grownup Swim from the promotion, which he claimed to haven’t any involvement in, in accordance with Polygon.

Regardless of the controversy, different manufacturers have seemed to work their means into the tradition surrounding “Rick and Morty,” which returned for its fourth season this fall. Across the season premiere in November, car-sharing market Turo partnered with Grownup Swim on a “Mortymobile” — a 2010 Mica Mazda three with a large fiberglass Morty clinging to the highest — ​that customers might lease for the day.

Pringles indicated that the “Rick and Morty” Tremendous Bowl spot subsequent 12 months will proceed the theme of flavor-stacking, the idea that customers can stack totally different variants of the model’s chips collectively to create new, stunning flavors of their very own. Taste-stacking has been a inventive motif for Pringles going again to its Tremendous Bowl promoting debut in 2018 with a business starring actor Invoice Hader.

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