As we worked with CompanyKane to reinvigorate this CPG brand, we had an “a-ha” insight. Once consumers found out that Popcorn, Indiana was in fact a real town and place – not some made up, marketing device – they smiled. It immediately bestowed a whole set of positive values to the brand. Authentic. Wholesome. Family-oriented. Natural. All of which are category drivers. Welcome to Popcorn, Indiana.
We carried our “real place, real popcorn,” strategy through all brand touch points – including a new town sign logo, barn-red packaging and family friendly advertising.