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THE BRIEF:
As a generally new brand with low awareness, PopCorners needed a can’t-miss, stand-out moment on the world’s biggest advertising stage.
THE CAMPAIGN:
PopCorners stands for being a better way to snack. To prove its brand proposition, the advertising team developed a Super Bowl ad spot that brought back the cult favorite characters of “Breaking Bad,” Walter White and Jesse Pinkman. The storyline: show what would’ve happened if only they had PopCorners.
THE STRATEGY: Break Into Something Good
Worked collaboratively across a muti-function integrated agency team to tease, launch and sustain excitement around the Super Bowl ad spot – ensuring it became one of the most talked about campaigns.
Crafted a highly targeted earned and creative media strategy designed to maximize anticipation, fandom and overall brand awareness/affinity.
THE OUTPUT:
#1 brand appearing in the title of Super Bowl headlines
#2 overall share of voice
#5 on USA Today Ad Meter
48 billion earned impressions
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