Pringles offers fans the chance to be buried in one of its cans

Pringles is taking brand loyalty to the grave this Halloween, offering one fan a can-shaped cremation urn and what it calls an “afterlifetime” supply of crisps.

The ‘Once You Drop’ campaign invites US fans to sign a “will and taste-ament” pledging to have their ashes buried in a Pringles can. The winner receives a personally engraved metal urn, plus $28,080: the cash equivalent of one can a week for 200 years.

The inspiration is stranger than the promotion. Fredric Baur, who designed the Pringles can, had some of his ashes buried in one following his death in 2008.

Real-life funeral director Dan the Funeral Man fronts the launch film.

Mauricio Jenkins, Salty Snacks Brand & Content Lead at Mars Snacking North America, said the campaign was about “making the Pringles can part of their legacy”.

After previously turning crisps into an 8-bit gaming tribute, Pringles has found its Halloween idea in its own history. A peculiar piece of packaging trivia becomes a stunt that another snack brand couldn’t credibly copy.

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