PepsiCo-owned Popcorners has launched its first global brand platform to introduce snackers to a ‘Familiar but Different’ experience.

The air-popped snack brand collaborated with creative agency VCCP to target Millennial and Gen Z audiences across the globe.

Its campaign is made up of a series of six-second social-first videos, directed by Darling’s Henry Littlechild, that see a couple tasting Popcorners and being transformed by the experience. In one video the couple are turned into pirates and in another they are floating in space.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

PopCorners global brand director Atif Sultan said: “PopCorners is truly a challenger within the category, a one-of-a-kind snack that stands in a space all its own. It was essential to pair it with a creative idea that builds a distinctive world, giving PopCorners a position that not only highlights its uniqueness but also its comforting familiarity.”

VCCP executive creative director, Mark Orbine added: ”Popcorners are a combination of popcorn and crisp. They are a familiar snack, but are also totally different. We needed an idea that brought this to life and that would capture people’s attention and imagination. The campaign is a true celebration of the wonderful snack, showing its uniqueness and telling its familiar but different story in a disruptive way.“

The campaign will run across social media, print, influencer channels, out-of-home, and digital out-of-home channels.