Pop-Tarts is bringing back its viral edible mascot stunt for another year at the Pop-Tarts Bowl, following the success of last years event where a giant toaster pastry was consumed by the Kansas State football team. This years spectacle will feature one of three potential mascots: frosted wild berry, frosted hot fudge sundae, or a mystery flavor. The winning flavor will be chosen by the game’s Most Valuable Player (MVP) to ascend to ‘mouth heaven’, continuing Pop-Tarts’ tradition of shaking up college football rituals with unexpected and engaging antics.
Heidi Ray, the senior director of marketing at Pop-Tarts, promised that this year’s event would be even more exciting, with stunts designed to capture fans’ attention both on and off the field. The brand aims to create memorable and shareworthy moments, enhancing the experience for fans before the game even kicks off.
Building on last years viral success, where the edible mascot not only generated buzz on social media but also made appearances at high-profile events and even inspired Halloween costumes, Pop-Tarts is leveraging this marketing strategy to engage consumers further. As part of the lead-up to the bowl game on December 28, fans are invited to guess which of the previously discontinued flavors could be the mystery mascot. Options include peanut butter, vanilla milkshake, and chocolate chip cookie dough, among others.
In addition to the mascot selection, Pop-Tarts is rolling out limited-edition Printed Fun Mascot Packs for purchase at retailers, enticing consumers with a tangible connection to the event. The excitement surrounding the Pop-Tarts Bowl coincides with strong financial performance for Kellanova, the parent brand, which reported a 6% increase in organic sales and a 16.1% profit rise. This success comes in the wake of Mars agreeing to purchase Kellanova for $35.9 billion, signaling a bright future for the brand’s innovative marketing strategies.