Frito-Lay needed a tone and tagline for Smartfood Popcorn packaging.  The result led to writing packaging copy for the whole product line.

Low Fat Toffee Crunch

Smartfood Popcorn. It sounds good. It sounds like what you're supposed to be eating in these health-conscious, be-good-to-yourself times when taste is out and nutrition panels are in. But how can fresh-tasting, light-textured, air-popped popcorn smothered in a rich, buttery, crunchy toffee coating possibly be called smart? Tofu sounds smart. Brussels sprouts, spinach, whole wheat - yes. Toffee Crunch? Not likely. Well how about if we gave you all of that savory sweetness you crave with only one gram of fat per serving! That would be smart, wouldn't it? Actually, that would be Smartfood Popcorn.

Smartfood Popcorn. Sign of an intelligent life.

White Cheddar

Smartfood Popcorn.  Is it really smart to let yourself get carried away by a snack?  To find yourself longing for it long before lunch?  To be thinking about it at three in the afternoon?  To be needing it during the nightly news?  Of course it is!  After all it’s Smartfood Popcorn we’re talking about here.  Sure our look may have changed a little, but hey, we’re still the same fresh-tasting, light-textured, totally natural, air-popped popcorn smothered in smooth, white cheddar cheese flavoring you’ve grown to love.  So why even try to resist the urge?  You know you want it.  You know how to get it.  Now go out there and be smart about it.

Smartfood Popcorn. Sign of an intelligent life.