Garrett Popcorn has spent 15 years in Singapore, long enough to become a household name, but also long enough to risk becoming background noise in a landscape cluttered with new entrants from across Asia.

The brief wasn’t simply to celebrate a birthday. It was to make Garrett feel culturally alive again in a landscape packed with novelty treats and constantly shifting tastes.

STRATEGIC INSIGHT

Pop culture was different in 2010 — louder, cheekier, unfiltered.

So was Garrett when it first arrived. What if Garrett celebrated 15 years by popping it like it’s 2010 — with all the glorious, self-aware pop culture excess of that era?

Garrett has always been unapologetically joyful, high-energy, and a little “extra” – all traits shared with the 2010s era of pop stars, viral hits, and internet chaos.

“Don’t Stop the Pop” became a cultural throwback, a brand energy statement, and a nostalgia-with-a-wink strategy all at once.

THE IDEA

A 2010 Pop Revival, Garrett-style. We brought back the best of the 2010 vibe:

  • Over-the-top pop star poses

  • Hyper-saturated graphic language

  • Early-Instagram sparkle aesthetics

  • Self-aware humour — because if you know, you know

Instead of pretending the past was glamorous, we leaned into the fun, cringe, and charm of that era… while reminding fans that Garrett has been part of their lives since then.

WHAT WE DID

1. A tongue-in-cheek “pop star” brand world look that embraces maximalism

Our visuals channelled 2010 pop royalty, xaggerated expressions, cheeky taglines, and glitter-pop energy, all tied back to Garrett’s iconic tins and flavours. We intentionally deviated from minimal modern aesthetics and went full retro-pop, because celebrating 15 years should feel like a comeback tour, not a corporate milestone.

2. A social content universe built around “Pop!”

Every asset pushed the cultural revival.

We ran a giveaway looking for the biggest Garrett Popcorn fan in Singapore. (Fun fact: One of them turned out to be a guy called Garrett!)

We then customized these uber cool  MSN-inspired invites for our super fans and KOLs.


3.  A Party Worthy of a Pop Star

Our event was a smash hit, with Garrett Popcorn fans belting out 2010 karaoke hits alongside some really cool carnival-style activities – including the debut of the first ever Garrett Popcorn x Pop Culture Jackpot.

Watch the event reel below.

THE IMPACT

By leaning into self-aware 2010 nostalgia, Garrett didn’t just celebrate 15 years,  it re-entered culture with a refreshed tone.

The campaign and event:

  • Re-introduced Garrett to younger consumers who didn’t experience its 2010 arrival

  • Activated millennial nostalgia in a fun, zero-pretension way

  • Demonstrated the brand’s confidence and personality

  • Re-framed Garrett not as an “old brand,” but a brand that’s still popping with the times

“Don’t Stop the Pop” became more than an anniversary line, it was a strategic repositioning of Garrett Popcorn as a playful, culturally fluent brand.