Pringles Canada X Movember
I’M (NOT) FINE
THE CHALLENGE
Men suck at opening up. And it’s not ok. According to CBC research, 1 in 3 young men said they always or often felt lonely and more than a quarter said they had no close friends, leading to isolation, a lack of support, or worse.
But the real problem? When you ask men how they’re doing, they often “menimize” the issue, saying they’re ‘fine’. “It’s fine”. “I’m fine.” “Everything’s fine.” Even when it’s not.
THE SPARK
In a world where vulnerability is often misunderstood, we wanted to create a simple and approachable interaction that could serve as a catalyst for open dialogue, allowing men to share their experiences, challenges, and triumphs.
To take the pressure off, we decided to turn the exchange into a game, transforming a shareable snack into a conversation starter.
Pringles x Movember presents: I’m (Not) Fine.
A new flavour, a new look, and a new purpose for Pringles in Canada — during a month that was guaranteed to get men, and everyone else, talking.
THE IDEA
In keeping with Movember tradition — and for the first time ever — Mr. P kicked off the month by shaving his iconic moustache, announcing the Pringles Canada x Movember partnership.
Then what did we do? We launched a social campaign that featured a limited run of ‘stachless Pringles cans and a new flavour: I’m fine.
Inside, we replaced the chips with prompts designed to open hearts and break the silence.
Each ‘chip’ had an open-ended question on the back, created in collaboration with mental health experts. Questions were varied, like: “How do I handle stress and anxiety?” “What do you think I’m most insecure about?” And “What’s one life-lesson you’ve learned from me?”
Next, we sent ‘I’m Fine’ cans to some friends, and invited them to open up. Influencers received a custom box with real Pringles to share, and the new I’m Fine Pringles to really share.
Then, we took the conversation to social.
THE CONVERSATIONS
Our influencers shared real footage of themselves and a male friend taking turns asking each other questions from the I’m Fine game, letting the conversation flow naturally.
They ended the videos with a call for action, encouraging men to pop in on each other — because behind every ‘I’m fine’ is an opportunity to open up.
But it didn’t end there.
We turned the social engagement we got with these videos into a two-way dialogue with our audience by leaning into known platform behaviours.
Following their candid conversation with a friend, influencers went to their IG Stories to get their community to open up, asking them questions from the game and resharing some of their favourite answers.
RESULTS
In addition to making a $125,000 donation to Movember in support of men’s health, Pringles was able to get men talking. And commenting. And sharing.
The campaign drove more than 13M impressions — 13x our target. I'm Not Fine content was 5x more memorable than typical ads, landing our key message around the importance of men's mental health with a 8x lift (8x the norm).
I’m Fine digital content topped previous Pringles Canada’s campaigns with the highest video completion rates, click-thru rates, view-thru rates, and both in-view time and average watch time metrics compared to previous digital campaigns thus far. The media was talking too — we quadrupled our initial goal, earning 5.3M impressions — 19x industry standard.
Even more impressive? These figures are more than numbers; they're proof of a cultural shift. With every post, every share, men opened up, proving that talking about mental health isn’t just a nicety — it’s a necessity.
