It’s postgame season, and while many brands are prepping with showy ads or events, our Creative Director’s favorite breakfast—Pop-Tarts® is hosting a bowl game complete with a giveaway, oh, and a celebratory snack sacrifice.
During the upcoming Pop-Tarts Bowl, a new edible pastry mascot will be revealed, hype up the crowd, and then (as soon as we get to know them) get gobbled up by the game winners. As part of the football (and frosted funeral) festivities, lines will be set for prop bets, coined “Prop-Tarts,” where fans have a chance to win thousands of Pop-Tarts if they guess correctly on certain outcomes of the game. *THUD* Sorry, I think our Creative Director just fainted.
As eerie as a mascot willingly embracing its fate is, it comes as part of Pop-Tarts’ latest creative brand refresh, where the toasted characters who were once apprehensive of being eaten are now dying for a chance to get chowed down. It’s a quirky strategy aimed at forging stronger connections with a young audience, something that other snack marketers, like Cheez-Its® and Pringles®, are also attempting amidst the postgame season.
At any rate, we can confidently say we’re already catching fillings for a toasted treat…
