Design agency The Key Branding has created a brand refresh for Aussie cult classic Poppin Microwave Popcorn. The first major change since Poppin hit the supermarket shelves in 1991, the new look embodies the brand's nostalgic heritage with a modern twist, inspired by 60s pop art.
Created around Poppin’s new tagline, which encourages Aussies to 'be the star of the show', the new design includes a re-envisioned logo, typography and iconography brought to life with a bold colour palette, bold crops, engaging patterns, character illustrations and the brand's distinctive ’star-shaped’ logo to jump out on shelf.
Fun copywriting with a slightly cheeky tone of voice relay teh brand messagingon pack, creating an engaging new look and feel.
Personified by the brand’s new consumer ritual 'pop, ding, wow' , printed on the pack, the refreshed brand essence aims to "rejoice in the magic of bringing people together".
“This past year, we’ve spent more time at home together than ever before. But for that very reason, being together has lost some of its sparkle. We want to help Aussies recapture the magic of togetherness, because when that microwave dings, something amazing happens," said Kathryn Hogarty, head of marketing and innovation, adding that Poppin Microwave Popcorn is a market leader in the category with over 80% share nationally.
Owned by Kinrise, Poppin Microwave Popcorn is made from Australian corn, and is available in triple butter, butter, sweet & salty, butter light, and nacho cheese flavours.
The 100g packs were printed by Perfection Packaging and the 400g cartons by Westrock.
The new brand identity of Poppin Microwave Popcorn can be found at Coles Woolworths, Costco and selected independent retailers around the country.