Traditional taste and smell enhancers, celebrity advice, coherence with a person’s image—all this can make the product, both eatable or not, more attractive to a consumer. But there’s also another thing that can make virtually any product on the market more attractive. This magic non-physical intensifier is a ritual, which adds a new enjoyable dimension to the process of consuming a product.

Pringles launched a new digital campaign in Buenos Aires, Argentina. With the concept ‘Organise a Party Right Now’, communication agencies Grey, G2 and Fahrenheit 451 have together created an action called ‘Pringles Home Party’ for markets in the region. 12 international DJs were invited to compose a set of 12 exclusive tracks, with general production by Jimmy Van M, the world electronic scene star with over 15 years of experience.