Goodby, Silverstein & Partners in San Francisco is relaunching Pop Secret with a campaign that focuses on the home movie-watching experience via a partnership with Warner Bros. Studios.
Diamond Foods also plans to advertise Pop Secret during the Super Bowl, where it has bought media time in the past to support its Emerald nuts brand, including a 2007 campaign starring Robert Goulet and a 2005 spot featuring a unicorn.
Animated commercials feature popcorn kernel characters that are watching famous films like The Dark Knight, Caddyshack and When Harry Met Sally.
The first commercial, which began running this week, shows the Kernel family watching The Dark Knight when grandma and grandson start challenging each other by imitating lines from the movie. Grandma gets so excited that she ends up popping herself. The spot ends with a voiceover tag: “For a great movie night, make it pop.”
“Pop Secret is the perfect complement to the in-home movie experience,” said Andrew Burke, svp of marketing for Diamond Foods, which acquired the brand from General Mills in 2008, in a release. “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 to really commit to the movie and have a fun time together.”
The campaign includes six TV commercials, movie sponsorships and a new Pop Secret Web site that will debut in early February. Fifteen- and 30-second versions of the ads will appear more than 600 times on broadcast and cable outlets in the coming weeks, said the company.