Okay - I'm in marketing, so I have complete license to make the following observation.
The people who came up with this are on crack.
Imagine the marketing meeting where the execs come in and review pitches for the packaging for the latest popcorn product. I will freely admit that it's a product that is hard to really think outside the box on, but what in the heck was going on in that room when people stood up and cheered for the image of a guy KAYAKING through popcorn??? What in the WORLD were the other choices???? People wearing popcorn socks?
Surely there are some people who are going to think they're getting a free Kayaker inside every bag. That is going to be bitterly disappointing when they remove it from the microwave.