Kinrise Pty Ltd, the owner and innovator behind Cobs® – Australia’s “number one” popcorn brand – has launched its first national television campaign, marking a pivotal chapter in the Cobs® journey. This landmark initiative features three distinctive new television commercials (TVCs) that together celebrate the “playful, uplifting spirit” that has defined Cobs® from the start.
The new campaign was created by Bastion, an independent agency that successfully pitched for the Kinrise business, and directed by the “world acclaimed” Paul Middleditch, the “most awarded” Australian-based director of commercials.
The new advertising is based on two fundamental truths. Firstly, that in the world of Salty Snacks, Cobs® popcorn is uniquely light and fluffy and secondly, is more fun to eat as a result.
The new campaign, ‘Live a Little Lighter,’ brings this philosophy to life, capturing “authentic, joyful” experiences elevated by the “irresistible” taste and light and fluffy texture of Cobs Popcorn. The TVCs are contextualised in three different scenarios, each one celebrating how Cobs® popcorn can turn the simplest situation into an opportunity for delight and connection with others.
For Kinrise, whose mission is to create moments of joy, this is a key milestone. Its “leading” brand, Cobs® will be brought to life on screens across the country, sharing the Company’s passion for healthier “better for you” snacking with millions of Australians. The TVCs will run nationally across television, digital video and online platforms, ensuring that snack-lovers everywhere can experience the lighter side of life with Cobs.
“We’re incredibly excited to take this big step as a brand and a business, launching Cobs’ first-ever national TV campaign,” said Paul Paxton-White, Head of Marketing and Innovation. “Cobs has always stood for bringing joy and lightness to the everyday through our delicious, better-for-you snacks. These new TVCs perfectly capture that – and we can’t wait for Australians everywhere to discover how Cobs can make any moment a little lighter and a little brighter.”
