Hershey's snack brand SkinnyPop launched its major rebrand and ad campaign “Popular for a Reason” featuring Jennifer Aniston, signaling a transformative new era for the brand.
The "Friends" actress not only acted as the campaign's star but also as a key creative collaborator.
This fresh narrative, complete with redesigned packaging and innovative new flavors, underlines SkinnyPop’s ambition to dominate the Ready-to-Eat popcorn category as salty snack trends surge.
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In a statement exclusive to DesignRush, Ryan Reiss, VP of marketing at SkinnyPop, highlighted how the rebranding and partnership with Aniston reinforce its growing popularity:
“It’s an exciting time for the SkinnyPop brand as we boldly invest in refreshed packaging, exciting new flavors and an authentic partnership with Jennifer Aniston.
Our ‘Popular for a Reason’ campaign, starring Jennifer, playfully shows just how much consumers LOVE SkinnyPop popcorn.
The creative highlights how consumers are excitedly drawn to SkinnyPop even when it’s in the hands of someone as ‘POPular’ as Jennifer.”
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Meanwhile, Aniston emphasized her genuine love for the brand and why she agreed to the partnership in a short Q&A:
“It has to feel authentic — I have to genuinely like the brand and the people behind it. For this campaign, I had a hand in shaping the creative, making sure it felt natural and entertaining.
At the end of the day, a great partnership is about two things: authenticity and making something people truly enjoy.”
The rebrand comes at a time when the snack industry is experiencing significant growth, with consumers increasingly seeking premium, flavorful options.
Leveraging Hershey’s robust media partnerships, the campaign will feature premium video placements on TV, digital platforms (including YouTube and Hulu), and dynamic social media activations.
"Popular for a Reason" will also have integrations with major cultural moments like the Oscars.
Who's Popular?
SkinnyPop’s 30-second ad opens with Aniston arriving at a hotel reception, a bag of SkinnyPop in hand, ready to check in.
The front desk agent gushes about being a huge fan — only for Aniston to realize she actually means SkinnyPop, not her.
When Aniston gives her name, the agent struggles to find it on the guest list and mispronounces it. The popular actress politely corrects her, only for the agent to get it wrong again.
After another apology, the agent looks like she can't resist anymore and finally asks for some popcorn. Soon, both she and a colleague on the phone are happily munching away.
The spot ends with the rebrand tagline: “SkinnyPop: Popular for a reason.”
As more people look for simple, flavorful snacks, the brand is leaning into its popularity with a fun, relatable campaign.
Partnering with Aniston to highlight its bold rebranding helps bring that energy to a wider audience while staying true to what makes SkinnyPop a go-to snack.
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