PopCraft Pops - The Mitchells Agency

Brand Case Study - PopCraft Pops

Brand Case Study


  • Brand Planning
  • Website Design
  • Point-of-Purchase
  • Social Media
  • Digital Media
  • Collateral
  • Package Design

An uninspired audience

PopCraft is a business with a great idea – offer premium all-natural ingredient pops without sugar or added preservatives and flavors. However, a great idea was not enough to get people to buy a $4 popsicle. Sales were in a slump.

Unexpected insights leading to original ideas

The terms “local” and “handcrafted” are trending high with picky moms and dads – no surprise, since they want to know what their food is made of, who made it and where it’s from. Combine that messaging with a focus on health and an authentic story, and you have a winner! Additional research proved to us that if we entice adults to buy, the rest of the family will follow. Targeting adults for what is often perceived as a children’s product is not a traditional way of thinking – but it worked. Our “Adults Only” campaign provided whimsy and humor, drawing adults in and preying on their sweet tooths.

The audience is inspired and is buying

Store sales erupted as did new accounts with like-minded partners. Resorts, hotels, restaurants, and even luxury car dealerships ordered PopCraft by the dozens. The brand found an affluent cult-like following – as to be seen eating a PopCraft pop is near god-like status.