Spill Everything.

Conceptualization, Visual Identity , Art Direction, Graphic Design

The Challenge: The microwave popcorn category is in decline and the ready-to-eat popcorn shelf is shrinking.

Pop Secret needs to turn things around and grow.

The Opportunity: Once forgotten like claw clips and Tamagotchis, Pop Secret is here to remind you that popcorn is a sensorial, indulgent, and crave-worthy experience.

The Insight & Idea: We cast ’90s icon Melissa Joan Hart as Pop Secret’s “Chief of Butter,” bringing both nostalgia and credibility to the brand. From there, we built a platform for fans to spill their real confessions through a dedicated hotline and social channels, introduced a Butter Meter to let people express how buttery they think the shared secrets are, and tied everything seamlessly into the brand’s new Ready-to-Eat product formats and packaging refresh.

To bring the idea to life, we gave fans a playful way to spill their secrets for a chance to win Pop Secret merch. A dedicated hotline let people hear Melissa Joan Hart’s own buttery confession, while also sharing their own for a chance to be featured.

On Instagram, fans could also submit their own secrets directly by replying to Pop Secret's story. Then we showcased the juiciest submissions and invited followers to vote on them with the Butter Meter, turning social into a stage for popcorn-worthy drama.