Who knew consuming your mascot on stay TV might assist drive gross sales. That’s exactly the gamble the advertising crew behind Pop-Tarts took throughout a university soccer bowl recreation Thursday. Pop-Tarts, that household breakfast staple, was among the many manufacturers that just lately cut up off from Kellogg’s as a part of a brand new company entity referred to as Kellanova. Kellanova sponsored this yr’s Pop-Tarts Bowl in Orlando, which final yr was named after sister model Cheez-It, and has beforehand been generally known as the Blockbuster and Champs bowls. The branding effort seems to have paid off massive time. The sport, which ended with gamers consuming the Pop-Tarts mascot, generated an astounding $12.1 million in media publicity, based on promoting and advertising company, Apex Advertising and marketing Group.
That publicity was loads lower than Kellanova paid to be the Bowl’s title sponsor. Reportedly, the entire sponsorship revenue for the bowl, together with contributions from different corporations, totaled simply $2.06 million—that means a tidy 6:1 return on funding for Kellanova.
Past the media publicity Kellanova acquired for the model throughout the bowl itself, the corporate’s edible Pop-Tart, referred to as Strawberry, continues to catch the web’s consideration.
The Pop-Tart, which was disconcertingly lowered right into a toaster at halftime after which consumed as a post-game victory snack by the Kansas State Wildcats gamers, danced across the sidelines all through the sport, incomes it a major quantity of candy air time. These strikes additionally helped the mascot turn into a meme that reached individuals who didn’t even watch the sport—paying homage to the notorious death of Mr. Peanut in a Planters advert that ran throughout the 2020 Tremendous Bowl.
And as a substitute of the normal Gatorade victory bathtub, Kansas State’s coach was coated in coolers stuffed with Pop-Tarts to have fun.
The cannibal-esque branding second caps off an enormous yr for the 60-year-old Pop-Tarts model, which is extra fashionable than ever. The breakfast pastry introduced in $978 million in U.S. gross sales in 2022, based on Chicago-based analysis agency Circa and, by October of this yr, had already topped $985 million.
The choice to sponsor the bowl was made to keep the brand top-of-mind for consumers—and clearly, it did the trick, if a submit from “Dave” on X is any indication: “No canines on this battle however my spouse simply stated ‘the promoting labored now I need a Pop Tart’ lol.”