Pling – Hard but Worth It.
Using humour to flip product perception and stand out.
The Challenge
Pling cassava chips kept getting the same feedback: “Too hard.” Instead of dodging it, the challenge was to own the truth and flip the perception. We needed to show that being tough wasn’t a drawback but a defining character. The task was to turn a complaint into a compelling product story.
The Pop-take
We leaned into humour and cultural wit with the line “Hard But Worth It”. To amplify the idea, we paired it with a cheeky visual featuring Trump and Kim Jong-un, two personalities known for being infamously “hard” to deal with. The creative was one that was unusual for a snack brand and instantly gave Pling a bold, playful voice.
The Result
The campaign grabbed attention immediately. Consumers understood the humour, embraced the reframed truth, and reached for the product. Sales saw a clear bump, and the brand gained a distinct identity. The work went on to win seven creative awards across Maddys, Foxglove, Big Bang, and Pepper, proving wit can reshape a narrative.
Awards
