Pringles and Caviar become viral sensation on Instagram and TikTok

The collaboration between Kellanova's Pringles and The Caviar Co. is a unique example of a high-low snacking trend, blending upscale caviar with the popular, mass-market appeal of Pringles.
The partnership began at the Interscope House during Coachella, where guests were served The Caviar Co.'s Kaluga Hybrid caviar alongside various Pringles flavors.
The event gained significant attention on social media platforms like TikTok and Instagram, prompting the companies to explore a more formal collaboration.
Mauricio Jenkins, US Marketing Lead for Pringles, said: “To satiate the craving of the TikTok community, we quickly joined forces with The Caviar Co. and united our culinary genius to expertly curate a new way for fans to enjoy the crisp flavours they know and love and provide the best experience for them to enjoy this trending combination,”
Described as the "epitome" of the high-low snacking trend, the collaboration resulted in the Crisps and Caviar Collection, a limited-edition online shop launched in September. The collection features three different kits, each pairing Pringles flavors with different caviars. To enhance the experience, the kits include a gold collectible caviar key chain for opening tins and two spoons for enjoying the snack at home or on-the-go.
The collaboration gained additional momentum when a July episode of Bravo's "Real Housewives of New York" showcased cast member Erin Lichy serving Pringles and caviar at a party. The moment went viral on the internet, particularly on TikTok, amassing over 10 billion views as of late August.
Jenkins emphasized the role of TikTok in fueling cultural trends and how authentically leveraging these trends with the brand helps Pringles stay relevant among its fan base and the wider audience. The collaboration not only taps into social media trends but also builds authentic connections with fans by aligning with what's popular in culture.