The concept was derived from a media-led brainstorming session for Orville Redenbacher’s popcorn. A recent research study indicated that consumers eat salty snacks while watching television between 8 and 10pm. Subsequent to the brainstorming session, the media team came up with the idea to establish 9pm as 'Orville Time' in the minds of the consumers. This execution was communicated through a 5-second 'subliminal' type message that would air nightly, Monday through Sunday at 9pm, in five major markets.