Making microwave popcorn more attractive for Gen Z, who are used to intense flavours, and growing the share of happy bellies in the household snacks category.

After almost two years with no communication campaigns, Popitas launched a new product range, Popitas Xtra Flavour, an innovative product that seems to transform how people eat popcorn at home, above all, to attract consumers who are used to more intense flavours.

There was also a need to fulfil. The campaign had to include a product demo, because the new popcorn product is made in a different and peculiar way. In addition to the base flavour, it comes with seasoning to make its flavour more intense.

How can you explain a product that may seem boring to a generation who is plainly not interested in ads? Challenge accepted. We started with this differentiating attribute, the seasoning, which enhances the flavour of the popcorn, making the flavour not only more intense, but also better tasting. And to highlight this with something that would appeal to people, we played on the double meaning of the word "saber" (to know/taste).

The new Popitas has a stronger flavour and tastes better, something you don't usually experience in day-to-day life. Think about all of the times when it's not best to have too much information…

Knowing everything your parents did on the living room sofa... is knowing more, but it doesn’t taste better.

Knowing that you are adopted… is knowing more, but it doesn’t taste better.

Knowing how they prepare the croquettes in your favourite bar... is knowing more, but it doesn’t taste better.

The "knowing more doesn’t taste better" insight would shape the campaign around humour and a song, using two of the most effective resources in the world of advertising. The final twist: fortunately, thanks to the seasoning, this does not happen with Popitas XtraSabor.

For the "knowing more doesn’t taste better" campaign, we used a catchy song for the main piece, using the lyrics to transmit that more flavour is not always better flavour, including a series of characters on which viewers would focus.

This piece was used to create different versions, which would then be adapted to a media mix that takes into account not only what we need to reach our target audience, but also to ensure a high degree of attention and retention, to guarantee the value of the impact and retention of the ad.

The campaign was then divided into two phases. During the first phase, we concentrated on striking a balance between a high, medium and low attention, which would allow us to achieve a peak of attention and to kick off the campaign with a strong start. During the second phase, we increased the frequency to generate high retention levels and building brand recognition and retention, using short 15-minute versions on media, such as connected TV, Twitch, Spotify, TikTok, Instagram, YouTube, Programmatic and DOOH.

A different creative approach, combined with a mix of media selections with varying retention levels and the adaptation of the main piece to create different versions and durations allowed us to reach the maximum number of people and capture their attention with a relevant message, achieving an unprecedented emotional connection for Popitas.

We implemented our proprietary analytical model to assess the campaign's performance in real time, tracking the results every day. This system collects and displays the key metrics (visibility and reach), allowing us to make quick decisions to optimise the campaign during its run and deliver improved outcomes.