Popitas
Revolutionising the category
Popitas is a well-known popcorn brand with more than 20 years’ experience in the sector, in which it is the undisputed leader. However, popcorn consumption in Spain was limited to a single moment of consumption (the cinema) and to a specific audience (children and families).
In this context, Borges challenged us to evolve the Popitas brand in order to attract new consumers and reinforce its leadership in the category.
To achieve this, we developed a new strategy that aligned its essence with the new brand objectives, an architecture that reflected its will to grow and innovate in the sector and a total redesign of the visual identity.
Popitas go pop!
Popitas’ visual expression needed to be updated as a whole, so that it was less childish, to align with the new brand strategy. The solution is a logo composed in a more modern font, while maintaining its colours in essence. But it was not enough. The brand was evolving and we had to reflect that from the pack, so we focused on the mascot to communicate this change.
The Popita (the brand’s characteristic icon), which used to have a passive attitude, is now the star of the show right in the instant it expands. On the other hand, the new morphology of the Popita allows us to use this mascot cross-functionally and give it a very active role in the construction of the brand. The project included the redesign of the brand’s entire product range, launched throughout 2016.
Open up to other targets and consumption moments
The new strategy opens the brand to new consumer profiles and moments, to make it evolve into other worlds beyond cinema and children, in accordance with the objectives set.
While consistent with its past, the brand is now more capable of meeting future challenges. Thus, it maintains innocence as its essence, but exploits people’s innate capacity to be surprised, whether we are children or adults and whether we are at the cinema or enjoying any other activity.
