2025 Winner

Pringles launched its first multicultural holiday campaign, “Pop the Patakhe” (translating to “Pop the Fireworks”), to make its product top of mind for South Asian Canadians during Diwali. The campaign, by Ethnicity Matters, drew parallels between the sound of opening a Pringles can and the festive pop of Diwali fireworks, tapping into the nostalgic sound of celebration for South Asian immigrants. In addition to the radio spot, the integrated campaign included TV, digital, social, OOH and a Pringles-branded fireworks display at Toronto’s Nathan Phillips Square seen by 150,000 attendees. In all, the campaign delivered 15 million impressions and an 18.5% sales increase.

Credits

Client: Kellanova Canada
Nicole Gawen, Vice President Marketing & Wellbeing
Lina Jhaveri, Marketing Director
Federica Romano, Senior Marketing Manager - Salty Snacks
Fiena Yu, Assistant Brand Manager

Agency: Ethnicity Matters
Bobby Sahni, Partner & Co-founder
Howard Lichtman, Partner & Co-founder
Waseem Shaikh, Group Creative Director (Writer)
Jimmy Ma, Senior Art Director
Vibash Shetty, Art Director
Natalie Choi, Art Director
Adia Li, Sr. Copywriter
Wendy Castillo McFarlane, Managing Director
Winnie Biala Mittal, Group Account Director
Amita Gurumurthi, Account Director
Sakshar Singh, Account Coordinator
Aakash Patel, Sr. Media Director
Royston Pinto, Assistant Media Planner
Pon Lau, Studio Manager
Hoffman Yung, Sr. Production artist
Marni Lakshman, Senior Director Creative Operations
Jess Papp - Producer

Partners
Breathe Entertainment Inc - Production House
Mike Mildon - Director