Hasta La Creative!

Popchips is ditching its celebrity-first ad strategy as the seven-year-old snacking upstart changes tactics under a new executive team and ad agency.

Katy Perry and Ashton Kutcher — who have both appeared in ads in recent years — will be sidelined as the company puts more emphasis on the chips and less on its star endorsers and investors.

Popchips is “going to use a broader voice than we have in the past. It’s going to be less focused on a personality and more focused on the product,” said Marc Seguin, who was recently hired as the company’s chief marketing officer after serving as VP of marketing for Paramount Farms, whose brands include Wonderful Pistachios. “We want to stay relevant and be a cool brand that is in the know,” he said. But Popchips no longer wants to be “strictly a celebrity brand,” he added.

Continue reading at AdAge.com