Caviar on Your Chips? Pringles and The Caviar Company Made Co-Branded Snack Kits After Viral TikTok

We try to stay on top of every branding and promotional campaign around—at least the big-name campaigns. But, some things slip through the cracks, and we see them much later.

A few months ago, Pringles created an unlikely co-branded kit with The Caviar Co. after someone went viral on TikTok scooping the luxurious snack onto the much more affordable potato chip.

The "Crisps & Caviar" kit includes miniature tins of Pringles, caviar, and caviar utensils, all in a very upscale looking black box featuring both companies' branding, including the fancy-looking Pringles guy and his famous mustache.

The Kellanova potato chip teamed with The Caviar Co. and tapped into the cultural zeitgeist to create a “new snacking occasion.”https://t.co/HVJthORMnN

— Marketing Dive (@marketingdive) December 20, 2023

The kits are still available on The Caviar Co.'s website., and come in a variety of options, including some with a "flight" of different Pringles flavors, others with varying price points of caviar, ranging from $49 to $140.

You wouldn't think of these two brands ever collaborating, but all it took was one creative TikTok user, and here we are.

Pringles is set to launch their own Caviar collection. pic.twitter.com/aX9RpOYdkU

— Pop Base (@PopBase) September 19, 2023

We think this serves as a lesson for distributors to never limit your ideas or think that two ideas can't go together. It's a bit like when Homer Simpson came up with "Nuts and Gum" (together at last!), but this one actually, you know, makes sense. It's just the blending of a brand that some perceive as cheaper than the other.

Much like the original TikTok user's snack habits, the only limit to your promotional ideas is your imagination.

What ties this whole thing together and, dare we say, makes it make sense, is the packaging and presentation. You can make anything look like it has a high perceived value if your presentation and pageantry is on point.