Hot Pockets Appeals to Video-Gaming Teens with Brand Redesign
The Hot Pockets brand was created in 1983 as a tasty and filling microwavable snack, and steadily became a freezer staple and a pop-culture mainstay for kids during the 1980s and 1990s.
A lot has changed since in the ensuing years, and many of the kids who once snacked on those handheld sandwiches are now parents looking for heat-and-eat goodness for their own kids. Somehow, life seems busier than ever, so the combination of taste and convenience that drove Hot Pockets’ popularity remains a big advantage for the brand. Yet its package design hadn’t kept pace with shifting market dynamics, and it became clear that a repositioning was in order.