REDIFINING A CRAVING
CLIENT: CONAGRA • COUNTRY: MEXICO • YEAR: 2014-2016
Branding Brand Strategy Logo Packaging
Microwave popcorn has always been a commodity in Mexico. At the same time, it represents a snack with natural attributes associated with convenience and with specific moments of consumption.
In Mexico, ACT II has always been considered a microwave popcorn brand from the US, linked and reduced to a category of moments in the movie theater and watching television. Similarly, it was obscured by snack competitors that were growing day by day, and that held a daring discourse that captivated young consumers.
Due to the origin and limited flexibility of the brand (guidelines established in the US), its large raw material, and the versatility of preparation, the brand needed to begin a new discourse to attract new consumers. The initiatives of new flavors, as well as its strong organoleptic attributes, should be capitalized in a different way, in order to be more relevant to segments of the public that are becoming more accustomed to disruptive messages.
The brand undertook a transformation from movie theater popcorn to a snack for every moment. Under the brand slogan “Pop every moment”, popcorn was emphasized as the protagonist and center of communication, praising the texture and taste of the popcorn. The use of graphic elements that were different from the ones commonly used, colors belonging to other categories as well as high impact visuals, were able to launch a whole new concept of microwave popcorn for any time of the day. The designed was so well accepted in Mexico that it migrated throughout Latin America, repositioning it as a bold and innovative brand.
From there on, ACT II has evolved into new categories and flavors without losing its essence as the Hero of the moment.