There’s something about a good laugh that lingers. It’s the kind of thing that makes an ad rewatchable, transforms a product into a conversation starter, and—most importantly—gets people to stop scrolling. That’s exactly what SkinnyPop’s new comedic campaign, “Popular for a Reason,” is doing right now.
This isn’t your run-of-the-mill celebrity snack endorsement. It’s a masterclass in branding, storytelling, and how humor can make a product unforgettable. If you’re a business owner, marketer, or just someone fascinated by the magic of advertising, there’s a lot to take away from how this campaign is reshaping the way people think about popcorn.
When a Snack Steals the Spotlight
SkinnyPop has been a go-to in the better-for-you snack aisle for years—light, crunchy, and easy to munch on without regret. But even beloved brands need a refresh. Enter their latest comedic campaign.
Rather than slapping on a new flavor or tweaking their logo, SkinnyPop went all in on personality. And they brought a heavyweight to help: Jennifer Aniston.
Now, a celebrity selling snacks isn’t exactly groundbreaking. But here’s where this campaign flips the script: Aniston isn’t the reason people lose their composure in the ad—it’s the popcorn.
In the spot, a hotel receptionist stumbles over their words, seemingly starstruck. But the twist? They’re not mesmerized by Aniston—they’re awestruck by the SkinnyPop in her hands. It’s over-the-top, absurd, and perfectly executed.
The message is clear: This popcorn is the real celebrity.
That’s marketing gold.
Rather than leaning on Aniston’s A-list status to do the heavy lifting, the campaign makes her part of the joke. It’s fresh, self-aware, and, most importantly, memorable.
Why More Brands Need to Get Funny
If you’ve spent any time in marketing or sprucing up a marketing strategy, you know the truth: Traditional advertising is losing its edge. Consumers have mastered the art of skipping ads, blocking pop-ups, and tuning out anything that feels too salesy. But there’s one thing that still gets engagement—humor.
SkinnyPop’s comedic campaign proves that a brand refresh doesn’t have to mean reinventing the product—it’s about reinventing the conversation around it.
And humor? It’s shareable.
People don’t just watch a funny ad and move on—they send it to their friends, they reference it in conversations, and, in SkinnyPop’s case, they suddenly crave popcorn.
That’s why brands like Old Spice, Geico, and even Duolingo’s TikTok presence continue to dominate. They lean into entertainment first, selling second.
The best part? Ads that don’t feel like ads. That’s exactly why this strategy works.
Celebrity Endorsements: A Lesson in Doing It Right
Let’s be real: Celebrity endorsements are everywhere. But not all of them stick.
The reason SkinnyPop’s campaign works is because it doesn’t rely on Aniston to carry it.
They could’ve easily taken the predictable route—cue an elegant, overproduced commercial where she casually raves about how much she loves popcorn. Instead, they flipped the dynamic and made her part of the punchline.
For brands, this is a textbook example of using influencers and celebrities wisely. A famous face alone won’t make an ad memorable—the story will.
If the product becomes the most talked-about part of the campaign, you’ve won.
Beyond the Ad: A Full-Circle Marketing Push
SkinnyPop isn’t just relying on one comedic campaign to drive sales. They’re going all in with a multi-layered marketing strategy:
- A packaging refresh to make the product stand out more on shelves.
- New flavors to capture a wider audience.
- A high-profile Oscars integration to get in front of millions of viewers on a major media night.
- Strategic media partnerships with Hershey’s to hit social, TV, and digital platforms at scale.
This isn’t just a funny ad—it’s a brand evolution. And for anyone looking to revamp their brand, this is how you do it right.
What Brands Can Learn From SkinnyPop’s Comedic Campaign
Thinking about rebranding or launching a new product? Here are three key lessons to take from SkinnyPop’s success:
1. Make the product the star—not just the personality
Celebrity endorsements can help, but they shouldn’t overshadow what you’re selling. Find a way to integrate them into the story, not just the pitch.
2. Use humor to make an emotional connection
People remember ads that make them laugh. If your marketing is genuinely entertaining, it won’t feel like an interruption—it’ll feel like content.
3. Expand the campaign across all touchpoints
A great ad isn’t enough. If you’re refreshing a brand, make sure that change is visible everywhere—from your packaging to your partnerships to your social media presence.
SkinnyPop is proving that a brand refresh doesn’t have to be complex. It just needs to be strategic, memorable, and—above all—fun.
So whether you’re building a startup or running a legacy brand, remember this: People don’t just buy products. They buy into stories.
Make yours worth sharing.
FAQs
- How do brands use celebrities in marketing?
The smart ones make the product the real star—not just the celebrity.
- Why does humor work in ads?
Because people remember funny stuff. They actually enjoy watching it, instead of skipping it.
- How can brands stand out at major events?
Tie the product into the hype so that it feels organic—not like a forced sponsorship.