To deepen Pringles’ cultural connection with South Asian Canadians during the festive season, we partnered with two of the GTA’s largest Diwali celebrations: Diwali RazzMatazz at Mississauga Celebration Square and the Diwali Festival of Lights at Nathan Phillips Square. Together, the activations delivered brand exposure to a combined audience of 80,000+ attendees, positioning Pringles at the center of key community celebrations.

Building on the momentum of the “Pop the Patakhe” campaign platform, Pringles returned as the sponsor of the finale fireworks showcase at Nathan Phillips Square for the second consecutive year, creating a natural and culturally resonant extension of the campaign. To further amplify visibility, Pringles’ OLV creative developed by Ethnicity Matters was featured on loop across the large-format event screens throughout both festivals. The activations also drove strong consumer engagement through the distribution of 25,000+ Pringles samples and coupons, helping drive product trial and brand affinity during one of the year’s most significant cultural moments.