Superpop: From Cinema Staple to Category Disruptor by the Edison Agency

Movietime popcorn had been a leader behind the scenes for decades, supplying cinemas across Australia, but invisible where it mattered most: on shelf. Low awareness, fragmented architecture and an overreliance on dated cinema codes meant the brand lacked cut-through in a crowded, fast-evolving snack category. Research revealed a pivotal tension: while recognition was low, desire for innovation was high. Consumers were actively seeking new flavours, formats and experiences, and the category was p