EDC x Pringles: We Stack Together
Festival Culture Meets Snack Innovation
Project Overview
EDC x Pringles 'We Stack Together' redefined festival brand collaborations. By understanding rave culture's values of unity, self-expression, and collectibility, we created functional products and experiences that became essential parts of the EDC experience, generating 15M+ social impressions.
My Role
Tools & Technologies
The Challenge
Electric Daisy Carnival attracts 500,000+ attendees seeking unique experiences. Pringles needed to authentically connect with festival culture while standing out among countless brand activations, creating genuine value for ravers beyond typical promotional giveaways.
The Solution
We created 'We Stack Together,' a multi-touchpoint campaign that celebrates both Pringles' stackable nature and EDC's unity theme. Limited edition tubes with functional carabiner clips, an immersive neon pop-up, and viral stacking challenges transformed a snack brand into a festival essential.
User Research & Personas
Understanding our users through research and empathy
450
Participants
4 weeks
Research Period
Methodologies
Alex Rivera
27 • Graphic Designer & EDM Enthusiast
Alex attends 10+ festivals yearly and values brands that understand rave culture. The EDC x Pringles collaboration with functional carabiner clips and collectible designs perfectly matches their festival lifestyle and collector mentality.
Goals
- Collect unique festival memorabilia
- Share epic festival moments on social
- Connect with the EDM community
Pain Points
- Generic festival merch lacks creativity
- Hard to keep snacks fresh at multi-day festivals
"Finally, a brand collab that actually gets festival life - I can clip my Pringles to my hydration pack!"
Maya Chen
24 • Influencer & Festival Photographer
Maya has 150K followers who love her festival content. The 'We Stack Together' campaign provides perfect shareable moments, from the neon pop-up booth to the stacking challenges that create engaging content.
Goals
- Create viral festival content
- Find unique photo opportunities
- Engage followers with exclusive experiences
Pain Points
- Oversaturated festival content all looks the same
- Brands often feel inauthentic at festivals
"The stacking challenge went viral in our camp - everyone wanted to build the tallest Pringles tower!"
Design Process
A structured approach from discovery to delivery
Festival Immersion & Research
Deep dive into EDM culture and festival-goer behaviors
Deliverables
Concept & Product Development
Creating functional designs that resonate with rave culture
Deliverables
Experience Design
Developing immersive activations and digital touchpoints
Deliverables
Festival Activation
Live implementation and real-time optimization
Deliverables
Key Features
Innovative solutions that drive user engagement
Functional Carabiner Design
Innovative clip system lets ravers attach tubes to backpacks, keeping hands free for dancing
Limited Edition Collectibles
5 unique tube designs featuring EDC owl and festival-inspired artwork drive collection and trading
Immersive Pop-up Experience
Neon-lit booth with AR stacking games, custom tube printing, and DJ sets
Viral Stacking Challenges
#WeStackTogether social campaign encouraged creative tower building across festival grounds
Community Building
Trading culture and group challenges fostered connections between festival-goers
Sustainable Materials
Eco-friendly packaging and reusable carabiners align with festival sustainability values
Results & Impact
Measurable outcomes that exceeded expectations
15M+
Social Impressions
45K
Booth Visitors
100K
Tubes Distributed
85K
Hashtag Uses
25K
AR Game Plays
+215%
Post-Festival Sales Lift
"This collaboration exceeded all expectations. We didn't just create a product placement—we became part of the EDC experience. The carabiner tubes are now requested at every festival, and 'We Stack Together' has become a rallying cry for our community activations."
Mauricio Arroyave
Head of Marketing, Pringles North America