For decades, popcorn seemed to have reached its final form. PopCorners®–from PepsiCo®–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 in Mexico 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 Mexico. The campaign. “A Giant Leap for Popcorn,” 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,” shared Zurda Mexico creative directors Jorge Cordero and Rubén Cabezas in a joint statement,
Also brought on board to direct the film–a mix of comedy, craft and innovation–was Miguel Murciano of production company We Monsters. A range of techniques was deployed, from traditional methods such as scale models and practical set builds, to more contemporary tools, including set extensions, CGI, and AI-generated renders. Murciano collaborated with cinematographer Pepe Avila del Pino (House of the Dragon, Love Story: John F. Kennedy Jr. & Carolyn Bessette) and production designer Roberto Bonelli (Bardo).
