Snack Brands: Kettle Popcorn Launch
Go-to-market strategy lead
The situation
A brand extension into an already crowded popcorn category. It had to feel new enough to be worth noticing, and familiar enough to still be Kettle.
The real problem
Brand extensions usually fail in one of two directions, too different and the equity does not transfer, too similar and there is no reason to buy. The real task was working out precisely which parts of Kettle were doing the work, and holding onto exactly those.
What we did
Developed the go-to-market plan for the launch
Built positioning and messaging around a premium tone with a slightly irreverent edge
Kept the proposition grounded in product truth rather than category cliché
Shaped execution so the product felt distinctive and recognisably Kettle, and linked directly back to Kettle's foundations as premium snacks
The result
The most successful brand extension launch in Snack Brands' history.
Ranging secured in Coles, Woolworths, Metcash and independents.
Campaign assets
Video
Popcorn Launch TVC
Honey Soy 30
Sweet Chilli 30
Why it matters to you
Extending the range is the most common growth move at any size, and the most commonly botched. Growth comes from the part of your reputation that already works, the trick is knowing which part, and holding onto exactly that.
Facing something similar?
Thinking about a brand extension? Let's work out which parts of what you have are actually doing the work.
Tell us what you're trying to grow, and let's book a call or grab a coffee.