Poppin Microwave Popcorn has launched a brand new and new look that embodies the brand's nostalgic heritage with a modern twist, inspired by pop art. The fresh branding marks Poppin's first major change since the supermarket shelves appeared in 1991.
The new brand identity created by design agency The Key Branding underscores the transformative experience of making fresh popcorn at home. Embodied by the brand's new consumer ritual "POP, DING, WOW", the new brand essence should "enjoy the magic of bringing people together".
Poppin's brand refresh encourages Aussies to "be the star of the show" with its new tagline. Inspired by 1960s pop art, the new design includes a redesigned logo, typography and iconography brought to life with a bold color palette.
Kathryn Hogarty, Head of Marketing and Innovation, says: “Poppin Microwave Popcorn is the market leader in this category with a national share of over 80%. Since 1991 it has been bringing Aussies together with the taste and aroma of freshly popped popcorn. "
“We spent more time at home together over the past year than ever before. But for all these reasons, being together has lost some of its luster. We want to help the Aussies regain the magic of togetherness because when the microwave rings, something amazing happens. "
Poppin Microwave Popcorn owned by Kinrise is made from Australian corn and offers consumers a healthier snack choice because it contains whole grains.
"It is one of the cheapest share bags in the salty snacks category and is aimed at price-conscious households."
The Poppin range includes flavors such as Triple Butter, Butter, Sweet & Salty, Butter Light and Nacho Cheese.
The new brand identity is now on store shelves with a full rollout across the country expected by September, supported by a full campaign.
Poppin microwave popcorn is available nationwide in Coles and Woolworths supermarkets, Costco and select independent retailers.
Poppin Microwave Popcorn Original Butter.