Pop Goes the Relaunch

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Pop Goes the Relaunch

Diamond Foods, Inc. has rolled out a marketing campaign in support of the relaunch of its Pop Secret premium popcorn brand, which it acquired in September 2008 and took full control of in February 2009. The integrated campaign encompasses six national television commercials, movie sponsorships on major cable networks, a popsecret.com Web site, and a unique partnership with Warner Brothers Studios, which enables tie-ins with such classic films as “The Dark Knight,” “Caddyshack” and “When Harry Met Sally.”

“Pop Secret is the perfect complement to the in-home movie experience,” noted Andrew Burke, SVP of marketing for San Francisco-based Diamond Foods. “We are targeting the movie-watching consumer who wants to create more of an event at home, where eating popcorn and watching a movie enable friends and family to really commit to the movie and have a fun time together.”

The campaign’s TV commercials, created by San Francisco ad agency Goodby, Silverstein & Partners, star animated Pop Secret kernel characters/movie fans who actively view familiar scenes from iconic movies.

Among Pop Secret’s network movie sponsorships are the following:

—FX Network: Pop Secret will be the presenting sponsor of the “DVD on TV” show, hosted by Dave Holmes and Jennifer Lothrop, during the week of Jan. 11, 2010
—USA Network: On Christmas Eve and Christmas day, Pop Secret will sponsor the “USA Holiday Character Feast” featuring “Elf,” “Sweet Home Alabama,” “Casino Royale” and “National Treasure”
—Lifetime Network-- On New Year’s Day, Pop Secret will be the sponsor of the “Aniston Unleashed” movie marathon, which includes the Jennifer Aniston films “The Break-Up,” “The Good Girl” and “Rumor Has It”

The relaunch of www.popsecret.com is also the first standalone Web presence for the brand since Diamond Foods acquired it. The site will serve as the home of the animated Pop Secret kernel characters and encourage consumers to enjoy movies at home. To attract consumers to the site, content will be added regularly.

“We have successfully integrated Pop Secret into Diamond Foods’ operations and supply chain, stabilized distribution and aligned our sales force to effectively support the brand,” explained Pop Secret brand manager Andy Allcock. “Now we plan to bring excitement to the category to drive consumer demand and stimulate new distribution opportunities.”

The company revealed last month that both Pop Secret and the Emerald nut brand would appear in a new commercial slated to air during the Feb. 7, 2010, telecast of Super Bowl XLIV on CBS.