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Pringles revives ‘Once You Pop’ slogan with new Duck King campaign

Pringles, US

US – Pringles is re-igniting one of the 1990s’ most recognisable taglines with a bold new twist. FCB New York has revived the ‘Once You Pop’ slogan for a new generation in a campaign that celebrates the chaotic fun unleashed when a tube of Pringles is opened: ‘Once You Pop, The Pop Don’t Stop.’

The reboot aims to connect with Gen Z snackers while tapping into nostalgia for long-time fans. Research by Ipsos shows that 69% of consumers still recognise the original slogan, with over half linking it directly to the brand.

In the launch film, Duck King, directed by Thomas Ormonde of ProdCo, a young man fashions duck lips out of Pringles crisps, only to be crowned leader by a flock of real ducks. The spot’s offbeat humour is a nod to today’s internet culture while maintaining Pringles’ signature playfulness.

‘We’re bringing back one of the most iconic taglines in pop culture with a fresh twist for today’s audience,’ says Mauricio Jenkins, US head of marketing for Pringles. Executive creative director Dan Kelly adds: ‘We wanted to find the fun in the functional and take it to an unhinged place that mirrors Gen Z’s feed.’

Read our Cannes Lions 2025: The Unhinged Humour Opportunity report, in which we analyse how brands are using humour as a strategic driver of growth and engagement.

Strategic opportunity

Revisit and re-imagine nostalgic brand assets through a modern, internet-native lens – merging emotional familiarity with the humour and pace of meme-driven storytelling

Eurostar plans double-decker fleet to expand sustainable cross-Channel travel

Europe – Eurostar has announced a major investment in its future fleet with the planned introduction of double-decker trains, named Eurostar Celestia, set to begin operations in 2031.

Built by Alstom Group as part of a £1.8bn ($2.3bn, €2bn) programme, the 200-metre trains will operate across all five current countries (UK, France, Belgium, The Netherlands, Germany) and expand services to Geneva and Frankfurt.

The new fleet represents Eurostar’s most sustainable trains to date, and will be constructed from 97% recyclable components and 25% recycled materials. An initial order of 30 trains has been placed, with an option for 20 more, supporting the company’s target of transporting 30m passengers annually.

Eurostar CEO Gwendoline Cazenave highlighted the ambition behind the investment: ‘Customers can expect a very special new train with Eurostar Celestia, which will offer exceptional comfort, a unique Eurostar experience and new surprises to be revealed. This is a golden age for international sustainable travel – and Eurostar is leading the race.’

The announcement signals growing demand for cross-border, sustainable transport, and positions Eurostar to compete with luxury train experiences while expanding accessibility across Europe. For more on how a new era of public transport is taking shape, read our Public Transport Futures report.

Eurostar, Europe

Strategic opportunity

Investing in comfort, sustainability and cross-border connectivity allows trains to compete with air travel on convenience and appeal, without compromising on speed or accessibility

Stat: Record hotel development fuels Middle East tourism boom

Photography by Anadolugram, Middle East

MENA – The Middle East and North Africa’s (MENA) hospitality industry is projected to grow from £233bn ($310bn, €266bn) in 2025 to £366bn ($487bn, €418bn) by 2032, according to data released ahead of the Future Hospitality Summit World 2025 in Dubai.

The World Travel & Tourism Council forecasts that the Middle East’s travel sector will contribute £276bn ($367bn, €315bn) to the regional economy this year, supporting 7.7m jobs, with international visitor spending up 25% from pre-pandemic levels.

Hotel development has also reached record highs, with 650 projects and 161,574 rooms currently in progress – led by Saudi Arabia’s 342 projects and Egypt’s 127, with giga-projects like Neom and The Red Sea Project diversifying the region’s tourism offer through luxury, heritage and sustainable models.

In the Emerging Epicentres section of our latest travel and hospitality macrotrend, Optimised Odysseys, we unpacked how travellers are shifting away from overcrowded hotspots towards lesser-known destinations, particularly in the MENA region, that offer depth of experience and authentic discovery.

Strategic opportunity

As destinations across the Middle East increasingly become travel hotspots, brands and investors can target emerging luxury, heritage and experiential destinations, designing offerings that cater for evolving traveller expectations and capture high-yield, pre-opening investment opportunities