Position Star as the Family Fun ageless snack option, best suited for playful people; Refresh Star current portfolio packaging identity that reinforces the positioning (anchored in Family Fun): enlarge the core target from Young families (kids <12 y.o.) to ALL families (both with kids <12 y.o. & kids over 12 y.o.)
Approach
Convey party starter and conversation mood, dynamic look & feel; Considerable proportion for the product shot in the layout; Highlight good mood, ambiance and positive atmosphere; Modern and sociable - lay aside from cartoonish / childish approach.
Results
Massive impact on shelf and implementation in trade marketing: giant bowls with popcorn, prizes etc.
