Aussie cult classic Poppin Microwave Popcorn has launched a brand refresh for the first time in thirty years.
The new look embodies the brands’ nostalgic heritage with a modern twist, inspired by pop art. The fresh branding marks Poppin’s first major change since hitting the supermarket shelves in 1991.
Created by design agency The Key Branding, the new brand identity highlights the transformational experience of creating fresh popcorn at home.
Personified by the brand’s new consumer ritual “POP, DING, WOW,” the new brand essence aims to rejoice in the magic of bringing people together.
Poppin’s brand refresh encourages Aussies to “Be the star of the show,” with their new tagline. Inspired by 60s pop art, the new design includes a re-envisioned logo, typography and iconography brought to life with a bold colour palette.
The family favourite snack can make anyone “the star of the show,” with its irresistible taste drawing a crowd.
Owned by Kinrise, Poppin Microwave Popcorn is proudly made from Australian corn, and offers a healthier snack choice for consumers given it contains wholegrain. It is one of the most affordable share bags in the salty snacks category, catering to budget-conscious households.
The Poppin range includes crowd-pleasing flavours such as Triple Butter, Butter, Sweet & Salty, Butter Light, and Nacho Cheese.
The new brand identity is on shelves now with a full rollout expected across the country through September, with a full through the line campaign.
Kathryn Hogarty, head of marketing and innovation, said: “Poppin Microwave Popcorn is a market leader in the category with over 80% share nationally.
“Since 1991, it has been bringing Aussies together with the flavour and aroma of freshly popped popcorn.”
“This past year, we’ve spent more time at home together than ever before. But for that, every 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.”
Poppin Microwave Popcorn is available nationally at Coles and Woolworths Supermarkets, Costco and selected independent retailers.
