Challenge:
SkinnyPop has a cult-like following. People of all shapes and sizes freely admit to downing entire bags in one sitting. At the same time, the better-for-you popcorn category that the brand pioneered has grown increasingly crowded. And for the first time in their history, SkinnyPop was feeling the heat from competitors. It needed a voice, a personality and a campaign to separate it from the pack.

Brand Story:
We do popcorn. You do you.