White Plains, N.Y. — Flipz, the chocolate-covered pretzel brand owned by Pladis, has launched a national campaign urging fans to replace the term “coin toss” with “coin flip.” The effort partners the brand with NFL player Kyle Juszczyk and fashion designer Kristin Juszczyk ahead of football’s biggest game day.
The initiative marks the second year of Flipz’s Flipz Up Your Game Day campaign. It debuted January 8 and is rolling out across digital, social, television, and retail channels.
The campaign centers on a public petition encouraging fans, leagues, and broadcasters to adopt “coin flip” as the universal term for the pregame ritual. The petition is designed to spark discussion ahead of kickoff.
Flipz is positioning the effort as a cultural conversation rather than a product launch. The brand is tying the initiative to long-standing football traditions and the snacking rituals that shape game day gatherings. The brand’s product lineup (chocolate-covered pretzels spanning sweet and salty snack categories) remains available at retailers nationwide throughout the campaign.
Brand strategy and partner perspective
According to Flipz, the concept leans on the technical accuracy of the ritual itself, arguing that the coin must rotate in the air to count, making it, by definition, a flip rather than a toss. The petition serves as the campaign’s focal point, with fans encouraged to sign and share in the lead-up to championship weekend.
Ahad Afridi, Chief Marketing Officer for Pladis Americas, framed the campaign as a way to blend brand identity with established sports culture. He said the brand views game day as a series of rituals. Those moments from kickoff to the final play.
Afridi added that snacking plays a consistent role throughout the experience. He said language traditions, such as the coin flip, are part of how fans engage with the game.
Kyle and Kristin Juszczyk echoed that framing. They positioned the partnership as an extension of how fans engage with the sport at home. The couple said the idea sparked debate in their own household. They added that small traditions can grow into larger game day conversations.
Throughout the season, Flipz plans to support the campaign with giveaways, including a Flipz-branded coin and a custom-designed football created by Kristin Juszczyk and signed by both partners.
Industry context: culture-driven snack marketing
Flipz’s campaign reflects a broader CPG trend toward culture-first marketing. In this approach, brands embed themselves into existing conversations rather than relying on traditional promotions. By focusing on language, tradition, and fan rituals, snack brands aim to create shareable moments. Those moments are designed to travel organically across social platforms.
The use of high-profile yet culturally adjacent partners (rather than headline-grabbing celebrities) also mirrors a shift toward authenticity-driven collaborations. In this case, the Juszczyks’ ties to professional football and fashion culture allow Flipz to straddle sports fandom and lifestyle branding without centering the product itself.
Why it matters
For snack manufacturers and private label brands, Flipz’s campaign highlights how CPG companies are moving beyond product features to compete in cultural relevance. Rather than introducing a limited-time flavor or price promotion, Flipz is anchoring its strategy in conversation, ritual, and participation.
The approach underscores how brands are using petitions, social debate, and influencer partnerships to generate earned media and sustained engagement during peak seasonal moments like football playoffs.
Editor’s note: Source86 perspective
For food brands operating in crowded snack categories, Flipz’s campaign underscores the growing importance of cultural integration. It highlights a shift away from traditional promotional playbooks.
Consumers are exposed to constant product launches. Brands that break through often do so by attaching themselves to moments, rituals, and conversations consumers already care about.
At Source86, we support food manufacturers, suppliers, and private label brands as they navigate this shift. Our work spans bulk ingredient sourcing, FSQA oversight, and retail-ready production. We also support co-manufacturing strategies.
When campaigns succeed, operational readiness matters as much as creative execution. Supply chains must be prepared to support demand generated by high-visibility cultural moments. Let’s talk.
FAQs
Flipz is encouraging fans, leagues, and broadcasters to replace the term “coin toss” with “coin flip,” arguing the latter is technically accurate.
The brand partnered with NFL player Kyle Juszczyk and fashion designer Kristin Juszczyk for the initiative.
The campaign launched January 8, 2026, and will run throughout the football postseason.
Fans can sign and share the petition online and follow Flipz on social media for giveaways and updates.
External source: It’s Not a Toss — It’s a Flip: Flipz® Partners With Kyle & Kristin Juszczyk to Challenge One of Football’s Longest-Standing Misnomers
