A product launch that we’re watching: Orville Redenbacher’s New Microwave Popcorn Pop Up Bowl. By using innovative marketing strategies and creating a solution to a common snack-time problem, this product is a possible entry for this year’s Most Memorable New Product Launch.
Microwave popcorn lovers everywhere are familiar with the icky buttery hands that result from reaching into the bottom of a microwave popcorn bag. Orville Redenbacher has launched an innovative packaging solution to produce a clean and enjoyable popcorn eating experience: the Pop Up Bowl, now available at Walmart. “This is the biggest thing to happen to popcorn in 25 years,” says Jesse Spungin, general manager at Orville Redenbacher. The new packaging, available in Ultimate Butter, Smart Pop, Movie Theater Butter and Butter, makes sharing a popcorn bag easy without the hassle of rinsing out a bowl when you’re done. So what’s all the buzz about? The bag transforms into a bowl while in the microwave, so the only clean up required is tossing the empty bowl. In a society that relies on convenience and efficiency, a clean, fun and user-friendly package is the perfect improvement to everyone’s favorite snack.
The new packaging was launched towards the beginning of Orville Redenbacher’s Pop & Win Instant Win Game. Specially marked boxes of popcorn contain popcorn bags with heat activated game messages that announce whether or not the bag is a winner. Winning bags contain a code to be entered online to redeem prizes that range from HDTVs and Wii consoles to games and digital cameras to grand prizes like a $10,000 Game Room Bundle or a $10,000 Home Theater Makeover.
Before the Pop Up Bowl launch in February, bloggers and Blissdom 2011 social media conference attendees were sent samples of the product to generate internet buzz. A large portion of the reviewers are moms who shared the popcorn bowl with their families. The FoodYouLove Youtube channel features a video demonstrating the convenience of the Pop Up Bowl as opposed to traditional bags of popcorn. A SmartSource $1 off printable coupon is circulating online, and The Orville Redenbacher Facebook page is also marketing the new product, emphasizing the easy cleanup and share-ability of the packaging.
So far, reviewers are raving about the Pop Up Bowl. It has already been featured on The View’s blog as one of this year’s hottest food trends. With a no mess, easy to use package and faster preparation time, it’s a wonder this hasn’t been thought of before. The Pop Up Bowl is sure to be a revolutionary product that pushes the snack food industry to reconsider packaging as vital to product differentiation. Environmentalists will approve of the waste saved from using napkins. Clean, convenient, easy to eat – what’s not to love?