• Popcorn Thins

    Creative Agency: Pivot
    Creative: Romina Kuppe
    Creative Director: Liz Schwartz
    Copy Writer: Ross Freedman
    Account: Heather Bult
    Project Type: Produced, Commercial Work
    Client: Hello Delicious! Brands
    Location: Chicago, USA
    Packaging Contents: Popcorn, Fruit, Nuts
    Packaging Materials: Matte Plastic

    What happens when you have a great product, but the packaging is confusing and the name more so? Sales suffer. That’s exactly what was happening when our client reached out to us for a timely refresh. The Brittle Me This brand was causing a bit of confusion on shelf because the product—a pressed, sticky caramel and popcorn-based treat—wasn’t exactly brittle. What’s more, the packaging didn’t make it clear that the product was a guilt-free, healthy and delicious snack. So, we went back to the drawing board, re-imagining what the product could be, and refocused the offering. Renaming it Popcorn Thins drew an immediate connotation with consumers, and the whimsical packaging redesign underscored the fun element of snacking. We also provided merchandising solutions in club and retail stores and even illustrated characters used on bag.

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