Pringles has spiced up the snack aisle with the launch of its new Spicy range in Australia and New Zealand.

The launch campaign, titled 'Feed Your Spicy Side', was crafted by Thinkerbell and features playful scenarios where the new flavours are deemed 'too spicy', leading to the cans being censored from view. The creative work is now live across social and YouTube platforms, and features 15” and 6” cutdowns.

Senior Brand Manager for Salty Snacks at Kellanova in ANZ, Ileana Andrei, said: "The Spicy range is incredibly important to Pringles as its bold taste profile takes Aussies to an edgier, more playful place with every crunch. The creative work ‘Feed Your Spicy Side’ embodies this wonderfully. We couldn't be happier with the result."

Executive Creative Tinker at Thinkerbell, Sesh Moodley, said: "The launch of the new Pringles Spicy range demanded equally fiery content. Our team had a blast creating these ads. The casting and shoot were handled with a spicy yet deft hand by Hotel Bell."

The Pringles Spicy range is now available in all major retailers across Australia and New Zealand.