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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.
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