Butterkist launched a limited-edition Fizzafying Lemonade Popcorn, inspired by the world of Wicked: For Good, adding a twist to the classic cinema snack.

The partnership was driven primarily through strong retail presence. Core Butterkist ranges featured Wicked-themed flashes, supported by in-store POS to increase visibility on shelf. An on-pack promotion offered shoppers the chance to win a family trip, along with prizes such as limited-edition popcorn buckets and water bottles.

Beyond retail, the collaboration included sampling and an influencer screening that generated additional awareness and social content around both the flavour launch and the film.