Someone noticed that microwave is one letter away from microrave and a commercial to appeal to young snackers was born.
Young snackers want taste indulgence and social approval but that is not what they get from Pop Secret.
Pop Secret doesn’t romance the look, taste, and smell of the finished product. Rather, Pop Secret takes those young snackers inside the microwave during the popping process. What those young snackers experience, though lit by a disco light and accompanied by a driving beat, is not appealing.
As for social approval, young snackers want a “Wow!” reaction from friends but Pop Secret gives them a loner nerd fantasy, right down to the kernels waiting in line outside the microrave.