Back to Case Studies
FMCG | Product Launch
Snack Brands, Kettle Popcorn Launch
The Challenge
Launching a brand extension required Kettle Popcorn to feel new, but still unmistakably Kettle.
Our Role
Go-to-market strategy, positioning, messaging, creative strategy, campaign development, launch execution.
Outcome
The launch cut through because it felt like Kettle, premium, a bit irreverent, and honest about being a better snack.
Background
The popcorn category was already busy, so the work needed to create difference without drifting away from the equity that made Kettle appealing in the first place.
Approach
- Developed the go-to-market plan for the launch.
- Built the positioning and messaging around a premium tone with a slightly irreverent edge.
- Shaped campaign execution so the product felt distinctive and recognisably Kettle.
- Kept the proposition grounded in clear product truth rather than category clichés.
Key Outcomes
Most successful Snack Brands brand extension launch.
Secured ranging in Coles, Woolworths, Metcash, and independents.
Discuss your challenge
Every project presents different challenges. Let's talk about how we can help with yours.
Get in touch