Reinventing the Popcorn Experience

PepsiCo® continues to expand its snack portfolio in Mexico with the launch of PopCorners®, a product designed to redefine one of the category's most familiar formats. Featuring a distinctive triangular shape, a unique texture and a bold personality, PopCorners® invites consumers to experience popcorn in an entirely new way.
For decades, popcorn seemed to have reached its final form. PopCorners® challenges that assumption by proving that even the most established products can evolve. Its signature triangular shape breaks category conventions while becoming the symbol of a new snacking experience created for consumers looking for products that deliver both enjoyment and fun.
The launch is driven not only by product innovation but also by changing consumer expectations. PopCorners® was created for people who enjoy discovering brands with personality, originality and a fresh perspective. The idea is simple: changing the shape can also change the experience, transforming an everyday snack into something completely unexpected.
That insight became the foundation of the brand's launch campaign, developed together with independent creative agency Zurda México. The campaign turns the product's unconventional shape into the center of the conversation, introducing PopCorners® as a playful, irreverent and approachable brand.
Creatively, the campaign uses the triangular shape as its strongest brand asset, placing it across different worlds and characters to reinforce one simple idea: when a category evolves, the way we talk about it should evolve too.
"You can't launch a triangular product with a square campaign. That's why we brought in cavemen, Egyptians, superheroes and even an astronaut," said Jorge Cordero and Rubén Cabezas, Creative Directors at Zurda México.
As part of the project, Zurda México developed the brand strategy, positioning, creative platform, visual identity and a comprehensive content ecosystem to support PopCorners®' launch in the Mexican market.
"At PopCorners, we believe that even the most familiar products can be reinvented. We're arriving in Mexico to challenge the idea that popcorn always has to be round and to show that a different shape can also deliver a completely new texture and flavor experience. This launch reflects PepsiCo's ongoing commitment to innovation and to expanding its portfolio with products that respond to evolving consumer preferences. With PopCorners, we want to connect with people looking for something different, surprising and full of personality, because innovation also means challenging what we've always taken for granted," said Juan Cuevas, Marketing Director for PopCorners Mexico.
With the arrival of PopCorners®, PepsiCo® continues to strengthen its snack portfolio with products designed to meet evolving consumer preferences while reinforcing its commitment to innovation across the category. PopCorners® enters the Mexican market with a proposition that combines a distinctive identity, a different snacking experience and a campaign that invites consumers to rethink everything they thought they knew about popcorn.