Poppin microwave popcorn reveals first brand refresh in 30 years

May 5, 2022

Poppin Microwave Popcorn has launched a brand refresh 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 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 its 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.

Head of Marketing and Innovation Kathryn Hogarty says “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.”

Owned by Kinrise, Poppin Microwave Popcorn is 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 flavours such as Triple Butter, Butter, Sweet & Salty, Butter Light, and Nacho Cheese.

The new brand identity is now on shelves with a full rollout expected across the country through September, supported by a full through the line campaign.

Poppin Microwave Popcorn is available nationally at Coles and Woolworths Supermarkets, Costco and selected independent retailers.

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