Edited by Cori Watkins, contributing editor, Plastics Decorating
The “Mean Girls” movie centers on teenagers vying for dominance in popularity and social status, and the Mean Girls Popcorn Bucket by Churchill Container (Churchill) lived up to the hype by effortlessly securing a top spot at the IMDA Awards Competition.
The Lenexa, Kansas-based company designs and produces rigid plastic cups and containers for clients that value branded package design as a marketing tool, according to its website. Since 1980, Churchill has been helping promote brands and increase revenue with programs designed to drive repeat business with a talented in-house art department and an array of options to raise the perceived value of any food or beverage product.
Partnering with Golden Link, which delivers concessions solutions and in-theater promotions to theaters worldwide, Churchill was ready to launch its own popularity campaign with its in-mold labeled (IML) popcorn bucket… and it was a success. The Mean Girls Popcorn Bucket was recognized for Best Use of IML – Technical Achievement in the 2024 IMDA Awards Competition.
On Wednesdays, we wear pink
The typical collectible theater popcorn bucket usually features a horizontally composed version of the same poster artwork one would find in online banner ads and outside of the movie theater. However, “Mean Girls” is a cult-classic property with a strong fan following. Churchill felt it was important to create a bucket that captured the character of the film and offered fans a memorable souvenir. The production goals were to design a piece that goes beyond functionality, transforming a standard popcorn bucket into a keepsake that reflects the humor and style of the movie.
Churchill has partnered with Golden Link on numerous high-profile projects, including iconic titles like “Barbie” and “Taylor Swift’s Eras Tour” movie. This long-standing relationship made it easy to collaborate with Golden Link and create something truly unique for the Mean Girls project.
The design process began with an extensive review of the film’s content, which offered a rich array of visual and thematic elements. While Churchill wanted to incorporate as much of the “Mean Girls” themes as possible, overcrowding the design risked diminishing its impact. To balance this, Churchill decided on an interior print to showcase additional content while maintaining a sleek and focused exterior.
The exterior of the bucket featured a chrome metallic band embellished with hot pink print. Other than “Mean Girls, Only in Theaters,” the only other printed element on the outer label is a quote from the film that is particularly suited to the popcorn-eating audience: “Is butter a carb?” On the inside of the bucket, sticker-sized graphics fill the space. From princess crowns, bunny ears and lipstick-kiss prints to movie references like, “That’s so fetch,” and “North Shore High School,” superfans revealed eye-catching imagery as the popcorn was consumed.
Churchill chose a metallic in-mold label to elevate the title treatment on the outside and push the contrast with the inside content. The metallic treatment gave the entire container a sharper, dynamic look and enhanced its shelf appeal. For the metallic label, Churchill relied on Taghleef’s LTZ film, a material trusted for its reliability, printability and striking reflective properties when paired with a high-gloss UV coating.
The labels then were printed at General Press using a Heidelberg CX-102 press with UV inks and coatings. The molding process utilized a 500-ton Husky equipped with a robot from Beck Automation, ensuring precise application and low scrap rates.
Extra attention required for metallic film
IML was the clear choice for this project due to its unparalleled versatility and ability to accommodate intricate design elements. Churchill needed a metallic chrome finish and a simple way to hide extra content in a sturdy, dishwasher-safe product. IML was the only solution that met those needs. No other decoration technology could deliver the combination of durability, high-resolution imagery and premium aesthetics required to bring Churchill’s vision to life.
Using metallic film with IML required some extra attention when it came to static, label pinning / movement and, of course, the challenges presented by printing on both sides of the film in full color without affecting label adhesion. Utilizing metallic film on a large IML bucket without vacuum posed some challenges, particularly in the label pinning within the cavity. With some thorough testing, this issue was successfully addressed thanks to the unique properties of LTZ film and the IML printing expertise of General Press.
Another challenge was printing on both sides of the film in full CMYK without compromising label adhesion. Achieving this level of ink coverage and density on a metallic substrate was unprecedented for Churchill.
Joining the Plastics Clique
Churchill’s vision for the Mean Girls popcorn bucket was to create a one-of-a-kind product that went beyond its serviceable functionality and appealed to fans of the movie. “Mean Girls” unique cult following, quotability and meme-worthy content made it ripe for something totally different. Clear resin and LTZ metallic film with a limited print on the outside gives this bucket all the glitz and glam of the infamous “Plastics” clique from the film, while the full-color inside print carries all the meaty content superfans eat up (once they finish their popcorn, of course).
As one would expect after viewing this eye-catching popcorn bucket, the response from theaters was overwhelmingly positive. The buckets resonated with audiences, elevating the movie-going experience and exceeding expectations. The success of this project has inspired Churchill to continue exploring innovative concepts that push the boundaries of design and decoration. Since the “Mean Girls” project, the company has seen an increased demand for creative solutions that transform functional items into statement pieces, reinforcing the value of Churchill’s approach.
