- Pop-Tarts will unveil an edible mascot in celebration of the first-ever Pop-Tarts Bowl, the brand said in a press release. Slated for Dec. 28, the post-season college football game shall be held at Camping World Stadium in Orlando, Florida.
- Dubbed the primary of its kind, the Pop-Tarts Bowl Mascot will interact with the group in the course of the game, but by the point the ultimate whistle blows, the toaster pastry character will “transform” right into a snack for the victorious team to feast on.
- The concept is one in every of several planned moves to construct hype for the bowl game because the marketer seeks to attach with the school football audience. Additionally, the move ties into the brand’s recent creative direction unveiled in July.
Pop-Tarts is attempting to construct excitement for its inaugural bowl game by promising the victorious collegiate football team a bite of the first-ever edible mascot. The playful move is a manifestation of the brand’s recent creative direction that hones a deal with its “Agents of Crazy Good” toaster pastry characters, each of that are vying to be consumers’ next snack. The recent direction notably calls back to nostalgic ads from the brand that featured its characters running from hungry people, with the fresh spin being that the pastries now strive to be enticing.
The brand is planning additional marketing plays for the game. While full details haven’t been announced, the efforts will span concessions, Fan Fest and entertainment each on and off the sphere. Consumers are encouraged to follow Pop-Tarts on Instagram and TikTok to see the mascot, an indication that the brand is attempting to forge a stronger reference to younger audiences.
The Pop-Tarts Bowl, which represents the primary time the marketer has sponsored an NCAA college football bowl, is organized by Florida Citrus Sports and shall be broadcast survive ESPN. While 2023 marks the primary yr Pop-Tarts will sponsor the game, this yr marks its thirty fourth iteration. Pop-Tarts is a component of the brand portfolio of Kellanova, the corporate that was established when Kellogg Company formally split into two businesses in October. Snack brands like Pringles and Cheez-It also fall under the brand new Kellanova umbrella.
Other marketers this season have similarly tapped into college football hype to focus on the game’s large consumer fan base. Kicking off the season, Anheuser-Busch InBev put Bud Light at the middle of a sturdy marketing playbook that included the expansion of limited-edition team cans and an in depth Backyard Tour live music experience. Meanwhile, Nissan spiced up its long-running “Heisman House” program, which celebrates Heisman Trophy winners, with a Zillow partnership, influencer marketing and non-fungible tokens.
Beyond college football, football on knowledgeable level also continues to lure marketers, with 2024 Super Bowl broadcaster CBS already having nearly sold out its ad inventory, with 30-second spots going for as much as $7 million. Among those that have purchased an ad spot for next yr’s big game include BMW and Molson Coors.
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