Dive Brief:
- SkinnyPop, a Hershey Company brand, has launched a new celebrity-driven rebrand in an effort to expand its presence in the ready-to-eat popcorn market. The campaign, titled “Popular for a Reason,” features Jennifer Aniston and introduces new packaging and flavors to attract a wider audience.
- In collaboration with Hershey’s media partnerships, the campaign includes various elements such as paid and organic social media, video placements across different platforms, and integration with the Oscars.
Dive Insight:
By utilizing celebrity endorsements, humor, and media collaborations, SkinnyPop aims to increase its market share and appeal to consumers. The ad campaign, led by Jennifer Aniston, humorously showcases the product’s new packaging while leveraging Hershey’s advertising reach.
Although Hershey is primarily known for its chocolate products, its acquisition of Amplify Snack Brands in 2017, including SkinnyPop, reflects its strategic expansion into the savory snack category. SkinnyPop has become a key focus of Hershey’s growth strategy.
With Hershey’s recent revenue increase and media partnership with Publicis Groupe, the brand is poised to strengthen its presence in the competitive snack market. The growing demand for better-for-you snacks presents a significant opportunity for SkinnyPop to capitalize on consumer preferences for healthier options.