Creative Agency: Summa Coleman
Creative Director: Josep Maria Mir
Executive Creative Director: Pablo Amade
Project Type: Produced, Commercial Work
Client: Borges Branded Foods
Packaging Contents: Popcorn
Packaging Substrate / Materials: Plastic
Printing Process: Flexography
Popitas is a well-known popcorn brand with more than 20 years’ experience in the sector where it is the undisputed leader.
Borges presented us with the challenge of helping the Popitas brand to evolve with the aim of gaining new consumers and reinforcing its leadership in the category.
To do so, we developed a new strategy that aligns its essence with the brand’s new objectives, an architecture that reflects its desire to grow and innovate in the sector and a total redesign of the visual identity.
In this new territory of more adult yet unabashed, enthusiastic and uninhibited fun, Popitas launches Popitas Delight, an extension that favours the more adult side of the brand, which is not just positioned as a healthy product, although it does incorporate health claims and benefits. It is a more sophisticated product, a snack between meals that is healthier than crisps, but much more fun than the other snacks in the healthy category.