Diamond Launches New Pop Secret Marketing Campaign
Diamond Foods Inc. announces that it will premier a new marketing campaign in support of the re-launch of Pop Secret premium popcorn. The integrated campaign includes six national television commercials, movie sponsorships on major cable networks and a popsecret.com Web site. One element of the marketing program is Pop Secret's partnership with Warner Brothers Studios. This partnership features tie-ins with some of the most iconic movie titles, including The Dark Knight, Caddyshack, and When Harry Met Sally.
"Pop Secret is the perfect complement to the in-home movie experience," says Andrew Burke, senior vice president of Marketing for Diamond Foods. "We are targeting the movie watching consumer who wants to create more of an event at home, where eating popcorn and watching a movie enable friends and family to really commit to the movie and have a fun time together."
The brand's re-launch is anchored by television commercials and network movie sponsorships.
"Pop Secret is the perfect complement to the in-home movie experience," says Andrew Burke, senior vice president of Marketing for Diamond Foods. "We are targeting the movie watching consumer who wants to create more of an event at home, where eating popcorn and watching a movie enable friends and family to really commit to the movie and have a fun time together."
The brand's re-launch is anchored by television commercials and network movie sponsorships.