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POP•SECRET
Client:
General Mills
Project:
Brand name
![](https://static.wixstatic.com/media/d83957_307962b88b4c4992860c4c4bad535df6~mv2.jpg/v1/fill/w_97,h_66,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/d83957_307962b88b4c4992860c4c4bad535df6~mv2.jpg)
![](https://static.wixstatic.com/media/d83957_5a1768a783fe4952bf7612a5518c67e4~mv2.jpg/v1/fill/w_123,h_82,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/d83957_5a1768a783fe4952bf7612a5518c67e4~mv2.jpg)
When introducing a new microwave popcorn, General Mills needed a name that would convey good taste and support their unique positioning, “most poppable kernels”. We developed the name Pop•Secret, successful at launch, and an enduring iconic brand today. Still relevant and fun, it has been extended to include a full line of products.
Brands
![NEJM-LOGO](https://static.wixstatic.com/media/9e3378_ceec2d6b26f44909affbca74ed4675d0~mv2.png/v1/fill/w_60,h_60,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_ceec2d6b26f44909affbca74ed4675d0~mv2.png)
![norvir-LOGO](https://static.wixstatic.com/media/9e3378_eade2b7fdf824f66b02cfcf63f8f95f7~mv2.png/v1/fill/w_60,h_60,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_eade2b7fdf824f66b02cfcf63f8f95f7~mv2.png)
![1-alli](https://static.wixstatic.com/media/9e3378_728288f35597461ab649a22b21450782~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_728288f35597461ab649a22b21450782~mv2.jpg)
![13-pure-leaf](https://static.wixstatic.com/media/9e3378_0cd2883d671843528bcec0fb6f1e7738~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_0cd2883d671843528bcec0fb6f1e7738~mv2.jpg)
![ethicon-LOGO](https://static.wixstatic.com/media/9e3378_fff45cad03b449c99276640aa1ea9d27~mv2.png/v1/fill/w_60,h_60,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_fff45cad03b449c99276640aa1ea9d27~mv2.png)
![6-littlebites](https://static.wixstatic.com/media/9e3378_973d8d17b08448fe8a6126a93345ee83~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_973d8d17b08448fe8a6126a93345ee83~mv2.jpg)
![4-maybelline](https://static.wixstatic.com/media/9e3378_f6b425fc365c4f0e96245adc31be974b~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_f6b425fc365c4f0e96245adc31be974b~mv2.jpg)
![8-skinctive](https://static.wixstatic.com/media/9e3378_8f27542caf20489fac421b59f829cdcf~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_8f27542caf20489fac421b59f829cdcf~mv2.jpg)
![9-nicoderm](https://static.wixstatic.com/media/9e3378_221bc8b813094eada8e9d260dc7814f4~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_221bc8b813094eada8e9d260dc7814f4~mv2.jpg)
![5-lifewtr](https://static.wixstatic.com/media/9e3378_48fd79f380ba4bdca5832118b8c2c360~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_48fd79f380ba4bdca5832118b8c2c360~mv2.jpg)
![10-prego](https://static.wixstatic.com/media/9e3378_70c4f772dbb04ae79b4009a8bee3f0b0~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_70c4f772dbb04ae79b4009a8bee3f0b0~mv2.jpg)
![12-well-yes!](https://static.wixstatic.com/media/9e3378_90fd54bac301453894dab68e81e4baca~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_90fd54bac301453894dab68e81e4baca~mv2.jpg)
![3--born-sweet-zing](https://static.wixstatic.com/media/9e3378_1da099003ab941c7a47ceccab8b02882~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_1da099003ab941c7a47ceccab8b02882~mv2.jpg)
![14-roc-logo](https://static.wixstatic.com/media/9e3378_d22f58a52590427e83ea52bdfc7a6127~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_d22f58a52590427e83ea52bdfc7a6127~mv2.jpg)
![11-nyc-sbs-design-lab](https://static.wixstatic.com/media/9e3378_6cd041f1f196420dbb1d815511ca457d~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_6cd041f1f196420dbb1d815511ca457d~mv2.jpg)
![15-zengut](https://static.wixstatic.com/media/9e3378_892ea74e7f594a42be13d9c600e46cc0~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_892ea74e7f594a42be13d9c600e46cc0~mv2.jpg)
![md](https://static.wixstatic.com/media/9e3378_d29edd102be74d1ca42085016f237ac4~mv2.png/v1/fill/w_75,h_75,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_d29edd102be74d1ca42085016f237ac4~mv2.png)
![NEJM-LOGO](https://static.wixstatic.com/media/9e3378_ceec2d6b26f44909affbca74ed4675d0~mv2.png/v1/fill/w_60,h_60,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_ceec2d6b26f44909affbca74ed4675d0~mv2.png)
![norvir-LOGO](https://static.wixstatic.com/media/9e3378_eade2b7fdf824f66b02cfcf63f8f95f7~mv2.png/v1/fill/w_60,h_60,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_eade2b7fdf824f66b02cfcf63f8f95f7~mv2.png)
![1-alli](https://static.wixstatic.com/media/9e3378_728288f35597461ab649a22b21450782~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_728288f35597461ab649a22b21450782~mv2.jpg)
![13-pure-leaf](https://static.wixstatic.com/media/9e3378_0cd2883d671843528bcec0fb6f1e7738~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_0cd2883d671843528bcec0fb6f1e7738~mv2.jpg)
![ethicon-LOGO](https://static.wixstatic.com/media/9e3378_fff45cad03b449c99276640aa1ea9d27~mv2.png/v1/fill/w_60,h_60,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_fff45cad03b449c99276640aa1ea9d27~mv2.png)
![6-littlebites](https://static.wixstatic.com/media/9e3378_973d8d17b08448fe8a6126a93345ee83~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_973d8d17b08448fe8a6126a93345ee83~mv2.jpg)
![4-maybelline](https://static.wixstatic.com/media/9e3378_f6b425fc365c4f0e96245adc31be974b~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_f6b425fc365c4f0e96245adc31be974b~mv2.jpg)
![8-skinctive](https://static.wixstatic.com/media/9e3378_8f27542caf20489fac421b59f829cdcf~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_8f27542caf20489fac421b59f829cdcf~mv2.jpg)
![9-nicoderm](https://static.wixstatic.com/media/9e3378_221bc8b813094eada8e9d260dc7814f4~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_221bc8b813094eada8e9d260dc7814f4~mv2.jpg)
![5-lifewtr](https://static.wixstatic.com/media/9e3378_48fd79f380ba4bdca5832118b8c2c360~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_48fd79f380ba4bdca5832118b8c2c360~mv2.jpg)
![10-prego](https://static.wixstatic.com/media/9e3378_70c4f772dbb04ae79b4009a8bee3f0b0~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_70c4f772dbb04ae79b4009a8bee3f0b0~mv2.jpg)
![12-well-yes!](https://static.wixstatic.com/media/9e3378_90fd54bac301453894dab68e81e4baca~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_90fd54bac301453894dab68e81e4baca~mv2.jpg)
![3--born-sweet-zing](https://static.wixstatic.com/media/9e3378_1da099003ab941c7a47ceccab8b02882~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_1da099003ab941c7a47ceccab8b02882~mv2.jpg)
![14-roc-logo](https://static.wixstatic.com/media/9e3378_d22f58a52590427e83ea52bdfc7a6127~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_d22f58a52590427e83ea52bdfc7a6127~mv2.jpg)
![11-nyc-sbs-design-lab](https://static.wixstatic.com/media/9e3378_6cd041f1f196420dbb1d815511ca457d~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_6cd041f1f196420dbb1d815511ca457d~mv2.jpg)
![15-zengut](https://static.wixstatic.com/media/9e3378_892ea74e7f594a42be13d9c600e46cc0~mv2.jpg/v1/fill/w_75,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_892ea74e7f594a42be13d9c600e46cc0~mv2.jpg)
![md](https://static.wixstatic.com/media/9e3378_d29edd102be74d1ca42085016f237ac4~mv2.png/v1/fill/w_75,h_75,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/9e3378_d29edd102be74d1ca42085016f237ac4~mv2.png)
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