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Jennifer Aniston Introduces SkinnyPop鈥檚 Bold Rebrand in Humorous Campaign

28/02/2025
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The campaign was created with Erich & Kallman and directed by Jake Szymanski

SkinnyPop 鈥 the brand that鈥檚 been delivering perfectly popped, salty satisfaction for years, has released a new era with a major rebrand and ad campaign, 鈥淧opular for a Reason.鈥 To bring the campaign to life, SkinnyPop is enlisting one of America鈥檚 most beloved actresses, Jennifer Aniston, who isn鈥檛 just starring in the ad鈥攕he played a key role in shaping its creative vision and execution of the ad. SkinnyPop also partnered with award-winning creative agency Erich & Kallman for the campaign.

Jennifer Aniston checks into a hotel鈥攚here the guests seem like they鈥檙e about to ask for an autograph but are actually just obsessed with SkinnyPop. The bloopers showcase Jennifer鈥檚 comedic timing as she struggles to keep a straight face in this laugh-out-loud moment.

SkinnyPop鈥檚 bold rebrand introduces: 

  • A refreshed identity and redesigned packaging that stands out on shelves 
  • Exciting new flavours aimed at broadening the brand鈥檚 audience 
  • A roll out across TV, digital, and social, leveraging Hershey鈥檚 strong media partnerships and in-store activations to drive visibility, trial, and conversion 

With salty snacks on the rise, SkinnyPop is doubling down on its commitment to lead the Ready-to-Eat popcorn category. Jennifer Aniston鈥檚 universal appeal and comedic charm make her the perfect partner to introduce this next chapter. 

Jennifer Aniston said, 鈥淚 mean SkinnyPop is popular for a reason (wink, wink). When this partnership came up, it was so easy to say yes. I personally love SkinnyPop and I was able to collaborate with a director I absolutely adore. It was one of those partnerships where we enjoyed ourselves from conception through post. We laughed the whole time, which is something we all need these days."

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