Kellogg Canada’s Pringles brand is putting taste buds to the test with its #MysteryChallenge contest that asks Canadians to identify its newest chip flavour.
Pringles “mystery flavoured” chips are available for a limited time in specially marked packages. But, consumers have until Dec. 31 to enter their guess on Twitter or Facebook using the#MysteryChallenge hashtag for a chance to win $10,000. The brand will be posting weekly clues until Aug. 21.
The contest is being supported with a survey — conducted on behalf of the brand by Angus Reid — of Canadians’ attitudes towards mystery.
According to the “Pringles Mystery Survey,” 82% of respondents seek out mystery as a form of entertainment and 90% believe adding an element of mystery “makes almost anything more interesting and fun.”
“Our fans expect something unique from Pringles, so instead of just introducing a new chip flavour, we are embracing Canadians’ love of mystery and involving them in an interactive journey to the big reveal,” said Jeff Chatterton, director, snacks and frozen at Kellogg Canada, in a release.
Pringles is known for its quirky marketing campaigns and fun flavours. The brand played off the Toronto mayoral election in 2014 to promote its tortillas, and more recently it launched Pringles Ketchup Chips – an iconic Canadian chip flavour that arrived in time for Canada’s 150th birthday.