Ad of the Day | General Mills' Yoki Launches a New Mystery-Flavored Popcorn Inspired by Stranger Things

Nov. 19, 2025

Yoki, a Brazilian brand owned by General Mills, has launched a new limited-edition popcorn inspired by the final season of Stranger Things. Available only in Brazil, the product introduces a bold “Upside-Down Coating,” a blue, mystery-flavored seasoning that transforms during preparation and delivers a chilling cooling effect.

Created by DAVID São Paulo, the campaign brings the Stranger Things universe to life through a 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 flavor’s mysterious origins.

Marie Julie Gerbauld, CCO at DAVID São Paulo said:

"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."

 

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 immersive fan experience.

Fabiola Menezes, CMO of General Mills Brazil said:

“Innovation is key to our leadership in the microwave popcorn category in Brazil. This partnership with Stranger Things reinforces our commitment to surprising and delighting consumers with new experiences.”

 

Yoki remains one of Brazil’s most iconic popcorn brands, known for its quality, variety and continuous product innovation.