SkinnyPop and Erich & Kallman Team Up for Rebrand Ad Starring Jennifer Aniston and Airing on The Oscars

Feb. 28, 2025

On February 27th, SkinnyPop – the brand that’s been delivering perfectly popped, salty satisfaction for years – released a new era with a major rebrand and ad campaign, "Popular for a Reason." To bring the campaign to life, SkinnyPop is enlisting one of America's most beloved actresses, Jennifer Aniston, who isn’t just starring in the ad—she 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—where the guests seem like they’re about to ask for an autograph but are actually just obsessed with SkinnyPop. The bloopers showcase Jennifer’s comedic timing as she struggles to keep a straight face in this laugh-out-loud moment. 

SkinnyPop’s bold rebrand introduces: 

• A refreshed identity and redesigned packaging that stands out on shelves 
• Exciting new flavors aimed at broadening the brand’s audience 
• A roll out across TV, digital, and social, leveraging Hershey’s 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’s universal appeal and comedic charm make her the perfect partner to introduce this next chapter. 
• AMPLIFYING THE LAUNCH: The campaign will be supported through 
• Premium Video Placements: High-impact OLV/CTV, including YouTube and Hulu 
• Cultural Moments: Oscars integration, including sponsorship via the Glambot 
• Social & Influencer Activations: Paid and organic content to spark buzz

Jennifer Aniston Quote: 

“I 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."