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Quick-service bakery chain Insomnia Cookies has finalised a promotional partnership with Warner Bros. Discovery Global Consumer Products (WBDGCP) to launch a limited-edition product and packaging line.

The campaign celebrates the upcoming theatrical release of DC Studios' feature film Supergirl, scheduled to debut in cinemas on 31 July 2026. The menu expansion, which entered select retail channels on 16 June 2026, introduces movie-themed bakery items alongside custom packaging formats designed to increase average transaction values during the summer trading window.

The collaboration represents a highly targeted marketing effort, combining physical product innovation with in-store and digital consumer engagement to capitalise on high-profile theatrical intellectual property (IP).

Product Formulations

The promotional menu expansion introduces two distinct flavour profiles developed to replicate elements from the film's branding. To align with modern consumer expectations for texture and visual appeal, the formulations pair contrasting colours and fillings:

🔴 Red Velvet Revenge – A themed red velvet cookie base containing a soft, contrasting blue sugar cookie dough centre, finished with red velvet crumbs.

🍋 Lemon Solar Punch – A citrus-forward lemon cookie filled with a fruit-dense strawberry jam, topped with a textured, toasted honey crumble.

The single-serve baked goods are formulated for immediate consumption, designed to appeal to younger, trend-conscious demographics who drive late-night and convenience-led transactions.

Branded Packaging and Collectable Sleeves

To support the physical menu additions and drive collectable value, the partnership introduces custom-branded packaging.

Beginning 26 June 2026, participating Insomnia locations will distribute limited-edition box sleeves featuring Supergirl artwork. The custom sleeves are designed to fit the brand's standard six-pack and 12-pack cookie boxes, creating an interactive, visual retail experience at the point of sale.

The promotional packaging will be available for a restricted window through the end of the theatrical run, utilising scarcity marketing mechanics to encourage repeat visits and boost digital application orders.

Retail Licensing and Pop Culture Partnerships

The collaboration highlights an ongoing focus within the fast-casual food and bakery sectors on licensing high-equity entertainment franchises to differentiate menus in a consolidated market.

By integrating movie-themed products directly into its physical store footprint, Insomnia Cookies aims to capture auxiliary sales from film enthusiasts. For entertainment studios, partnering with high-penetration quick-service networks provides a direct mechanism to build regional consumer touchpoints outside of traditional media channels.

The Supergirl product and packaging portfolio is currently rolling out across participating Insomnia Cookies bakeries in the United States and Canada. The campaign is supported by coordinated digital marketing promotions, app-based rewards, and geofenced social media activations to stimulate local delivery and pickup orders throughout the summer months.