Pringles exists to inspire people's playful side. It's about delighting in the fun of the day to day, not random unexpected humour. The always-on content was part of the continuous campaign theme "You don't just eat 'em" that is sent to 14 European markets. Some examples can be seen below.
Creative // Jonathan Gaiger
Creative Director // Pierre Duquesnoy
Designer // Becci Salmon
This April Fool's tweet made it into several publications, including The Drum.