Pop-Tarts introduces delectable mascot for debut bowl game
Pop-Tarts introduces an exciting edible mascot for the first-ever bowl game, aligning with their fresh creative approach The winning college football team will savor this delightful snack as part of the prize
Article Brief:
Pop-Tarts is set to introduce a new edible mascot to mark the inaugural Pop-Tarts Bowl, as announced by the brand in a press release. The post-season college football game is scheduled for Dec. 28 at Camping World Stadium in Orlando, Florida.
The Pop-Tarts Bowl Mascot is being hailed as the first of its kind, with plans to engage the crowd during the game and then transform into a snack for the winning team. This is just one of the strategies being used to generate excitement for the bowl game and connect with college football fans. It also aligns with the brand’s new creative direction revealed in July.
Article Insight:
In an effort to generate buzz for its inaugural bowl game, Pop-Tarts has announced that the winning college football team will have the opportunity to take a bite out of the very first edible mascot. This playful gesture reflects the brand's new creative approach, which focuses on its "Agents of Crazy Good" toaster pastry characters, all competing to become the next go-to snack for consumers. This new direction also nods to the brand's nostalgic ads featuring the characters evading hungry individuals, but with a fresh twist: the pastries are now aiming to be irresistible.
The brand is preparing to launch new marketing initiatives for the game, which will cover concessions, Fan Fest, and on and off-field entertainment. Consumers are urged to follow Pop-Tarts on Instagram and TikTok to engage with the brand's mascot, a move aimed at establishing a stronger connection with younger audiences. The Pop-Tarts Bowl, sponsored by the brand for the first time, is being organized by Florida Citrus Sports and will be aired live on ESPN. Although 2023 will mark the brand's inaugural sponsorship, this year will be the 34th edition of the game. Pop-Tarts is part of the brand portfolio of Kellanova, the company that was formed after the formal split of Kellogg Company in October, which also includes snack brands like Pringles and Cheez-It.
Marketers this season have capitalized on the excitement of college football to reach the sport’s devoted fan base. Anheuser-Busch InBev kicked off the season by putting Bud Light at the forefront of their marketing strategy, introducing limited-edition team cans and hosting the Backyard Tour live music experience. Nissan also refreshed its “Heisman House” program for Heisman Trophy winners, partnering with Zillow, utilizing influencer marketing, and exploring non-fungible tokens.
In addition to college football, professional football continues to attract marketers, as CBS, the broadcaster of the 2024 Super Bowl, has nearly sold out its ad inventory, with 30-second spots selling for up to $7 million. BMW and Molson Coors are among the companies that have secured ad spots for next year’s big game.
