Context: Few weeks after its successful launch in France, Popeyes immediately wants to appear as an icon for chicken lovers. With French consumers struggling to pronounce their name, Popeyes must impose itself smoothly, in line with its checky tone of voice.

Brief : How to build an intuitive, emotional and sensory brand awareness to become an obvious choice, without fearing competitors who have been around for decades?

3 Objectives: Anchor the brand in people's mind, feed the social conversation and inspire team members and franchisees to join us.

The visuals depict consumers whose eyes pop out of their faces because of the generosity and beauty of their Popeyes chicken.

We exaggerated their reaction and especially the expression of their eyes, which almost seem to pop out of their head.

Orange is the dominant colour, but to give modernity to the visuals, we used blue gradations to create a slightly retro night atmosphere.

We also played with the logo by separating it into two parts : « Pop / Eyes » On the prints, only the first part of the logo « Pop » is visible and the end « Eyes » is directly replaced by the wide eyes of the consumers. This way, the consumer and the brand are only one.

French and English have a long history. For decades, the French have been struggling with English. It is even mandatory to translate every single English word into French on all advertising campaigns.

This makes it difficult for an American brand to break into the French market. So naturally, French people don't know how to pronounce the brand name Popeyes, as nobody pronounces it the same way. It is therefore necessary to associate the brand name with some meaning for consumers in order to anchor the brand name in their minds.