Description
Yoki, a Brazilian brand owned by General Mills, has launched a new limited-edition popcorn inspired by the final season of Stranger Things. Available only in Brazil, the product introduces a bold “Upside-Down Coating,” a blue, mystery-flavored seasoning that transforms during preparation and delivers a chilling cooling effect.
Created by DAVID São Paulo, the campaign brings the Stranger Things universe to life through a film set inside Hawkins Lab, where scientists experiment with an otherworldly, blue-coated popcorn. The spot plays with visual parallels between the snack’s texture and the show’s iconic creatures, building suspense around the flavor’s mysterious origins.
“To bring this partnership to life, we leaned into the visual tension and mystery of Stranger Things, translating the show’s atmosphere into a fun, unexpected product experience,” says Marie Julie Gerbauld, CCO at DAVID São Paulo.
The launch includes digital films, OOH and creator collaborations across Brazil. The packaging and seasoning sachet feature easter eggs referencing Hawkins Lab, adding to the immersive fan experience.
“Innovation is key to our leadership in the microwave popcorn category in Brazil,” says Fabiola Menezes, CMO of General Mills Brazil. “This partnership with Stranger Things reinforces our commitment to surprising and delighting consumers with new experiences.”
Yoki remains one of Brazil’s most iconic popcorn brands, known for its quality, variety and continuous product innovation.
This professional campaign titled 'Stranger Things Mystery Popcorn' was published in Brazil in November, 2025. It was created for the brands: Netflix and Yoki, by ad agency: DAVID São Paulo. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted 26 days ago.
Credits
Agency: DAVID São Paulo
Campaign: Devour it before it devours you
Client: General Mills (YOKI)
Partner, Global CCO: Pancho Cassis
Global COO: Sylvia Panico
CCO: Marie Julie Gerbauld
ECD: Rogério Chaves, Fabrício Pretto, João Gandara
Creative Director: Renato Simon, João Mari Albuquerque
Creative Team: Pedro Gattringer, Gabriel Braz, Rafael Miessi, Ryan Bussi
Art assistants: Jessica Sanguino, Malu de Deus
Account: Tom Gil, Caca Franklin, Juliana Chediac, Carolina Assunção, Bruna Pereira, Karen Sousa
Production: Fernanda Peixoto, Mariana Marinho, Amanda Santos, Leticia Brito, Debora Lima
Editor: Victor Folha
Planning: Carolina Silva, Rafael Gonçales
Media: Marcia Mendonça, Karina Takara, Raiane Saraiva, Simone Mendes, Claine Cardoso
Social: Joel Antunes, Ully Correa, Bruno Portela, Maria Luiza Costa
Data Intelligence: Fabio Ribeiro
Global PR & Communications Director: Sandra Azedo
Client Approval: Fabíola Menezes, Ana Kachel, Christian Cruz, Sthefany Saegi Gomes
Production Company: Barry Company
Director: Amanda Thome e Terranova
Executive Producer: Krysse Mello/Renata Correa
Sound production: LOUD+
