There’s a new popcorn in Brazil. It’s blue. Its flavour is mysterious. It has a strange cooling effect. The idea comes from DAVID Sao Paulo and General Mills’ Brazilian snack brand, Yoki. The limited-edition popcorn is inspired by the upcoming final season of Stranger Things. No doubt, it will enhance excitement for both. Its bold “Upside-Down Coating” is a blue, mystery-flavoured seasoning that transforms during eating and delivers a chilling cooling effect.

The campaign plays up the Stranger Things association with a hero film set inside Hawkins Lab, where scientists experiment with an otherworldly, blue-coated popcorn. The spot plays with visual parallels between the snack’s texture and the show’s iconic creatures, building suspense around the flavour’s mysterious origins.

“To bring this partnership to life, we leaned into the visual tension and mystery of Stranger Things, translating the show’s atmosphere into a fun, unexpected product experience,” stated Marie Julie Gerbauld, CCO at DAVID São Paulo.

The launch includes digital films, OOH and creator collaborations across Brazil. The packaging and seasoning sachet feature easter eggs referencing Hawkins Lab, adding to the fan experience.

“Innovation is key to our leadership in the microwave popcorn category in Brazil,” stated Fabiola Menezes, CMO of General Mills Brazil. “This partnership with Stranger Things reinforces our commitment to surprising and delighting consumers with new experiences.”

Credits

Client: General Mills (YOKI)
Client Team: Fabíola Menezes, Ana Kachel, Christian Cruz, Sthefany Saegi Gomes

Agency: DAVID São Paulo
Partner, Global CCO: Pancho Cassis
Global COO: Sylvia Panico
CCO: Marie Julie Gerbauld
ECDs: Rogério Chaves, Fabrício Pretto, João Gandara
Creative Directors: Renato Simon, João Mari Albuquerque
Creative Team: Pedro Gattringer, Gabriel Braz, Rafael Miessi, Ryan Bussi
Art Assistants: Jessica Sanguino, Malu de Deus
Account Team: Tom Gil, Caca Franklin, Juliana Chediac, Carolina Assunção, Bruna Pereira, Karen Sousa
Production Team: Fernanda Peixoto, Mariana Marinho, Amanda Santos, Leticia Brito, Debora Lima
Editor: Victor Folha
Planning Team: Carolina Silva, Rafael Gonçales
Media Team: Marcia Mendonça, Karina Takara, Raiane Saraiva, Simone Mendes, Claine Cardoso
Social Team: Joel Antunes, Ully Correa, Bruno Portela, Maria Luiza Costa
Data Intelligence: Fabio Ribeiro
Global PR & Communications Director: Sandra Azedo

Production Company: Barry Company
Directors: Amanda Thome e Terranova
Executive Producers: Krysse Mello,Renata Correa
Sound Production: LOUD+