Snack brand Pringles has launched a new campaign that celebrates its collaboration with Nintendo-owned gaming icon Super Mario.

The collaboration sees Super Mario, along with fellow game characters Luigi and friends, appear on Pringles tubes including its Original, Salt and Vinegar, Texas BBQ and Sour Cream and Onion flavours.

Consumers will have the opportunity to win a Nintendo Switch with the purchase of every can.

The tubes will be available across all major supermarkets from mid-January to May. Grey London fostered the strategy, creative, production and design of the campaign.

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The crisp brand will also launch a limited-edition mystery flavour in a silver can featuring one of the Super Mario universe’s mystery blocks.

Consumers who are able to correctly identify the mystery flavour will have the chance to win a trip to New York City.

The campaign will see the video games green pipes reimagined as Pringles tubes in a series of activations across digital, social, out-of-home retail and in-store from February 2024.

Pringles marketing lead UKI Rebecca Worthington said: “We know that Pringles is a leading snack brand of choice for gamers, and with 90s nostalgia firmly back in fashion this year, we’re partnering with the most enduring gaming franchise, Super Mario, to remind a generation of gamers of those magical early experiences which grew into a lifelong passion.

“Just as Super Mario games are packed with surprises, hidden features and the thrill of discovery, we’re inviting gamers to try to guess our mystery flavour to be in with a chance to win a trip to New York City. With this collaboration, Pringles continues to cement its position as a go-to snack for gamers.”