Pop-Tarts® Dials Up the Crazy Good Drama as Three Edible Mascots Compete to be Eaten at the 2024 Pop-Tarts Bowl

Rhea-AI Summary

Pop-Tarts® is enhancing its Bowl game experience by introducing three edible mascots for the 2024 event, following last year's viral success. The new mascots include Frosted Wild Berry, Frosted Hot Fudge Sundae, and a mystery flavor from the vault. The game's MVP will choose which mascot gets eaten by the winning team at the December 28 event. To commemorate the previous Bowl, -edition Printed Fun Mascot Packs are available nationwide in Frosted Strawberry and Frosted Apple Turnover flavors. The 2023 Pop-Tarts Bowl campaign received multiple awards including the Cannes Lions Grand Prix.

Positive

• Previous Pop-Tarts Bowl campaign won multiple prestigious awards including Cannes Lions Grand Prix
• Strategic expansion of successful marketing concept with triple mascot approach
• -edition commemorative products launched nationwide

Negative

• None.

Insights

Marketing Analyst

This marketing campaign, while creative, has minimal direct financial impact on Kellanova's bottom line. The Pop-Tarts Bowl sponsorship is primarily a brand awareness play, building on last year's viral success. The introduction of three mascots and -edition products may drive some incremental sales, but the scale is likely insignificant relative to Kellanova's $13 billion annual revenue.

The campaign's previous success, evidenced by multiple industry awards and media recognition, suggests effective brand engagement. However, the promotional nature and timing (during a traditionally slow period between Christmas and New Year) indicate this is more about maintaining brand relevance than driving material financial results.

Three new pastries enter the Bowl and vie to get eaten by the winning team, as selected by the Bowl's MVP

CHICAGO, Nov. 18, 2024 /PRNewswire/ -- How does Pop-Tarts® top the first-ever Edible Mascot, an overnight internet sensation? They triple it! The Pop-Tarts Bowl is back with three times the Crazy Goodness as the highly anticipated game won't just play out between two college football teams – it'll be happening between three Pop-Tarts Edible Mascots, too. All for the ultimate pastry glory of being the game-winning snack for the Pop-Tarts Bowl victors.

Following in the footsteps of the dearly departed Frosted Strawberry Edible Mascot, this year, Pop-Tarts is introducing three new frosted faces to rep the game on December 28.

• Frosted Wild Berry – Iconic for its purple frosting and teal swirl
• Frosted Hot Fudge Sundae – Dressed in a fudge icing swirl and colorful sprinkles
• A Mystery Flavor – A previously discontinued fan-favorite flavor being resurrected from the Pop-Tarts vault and headed back to shelves

So, who is this mysterious third Edible Mascot? Back by popular demand, a highly requested flavor will make an epic return to shelves soon, premiering as part of the 2024 Pop-Tarts Bowl. Fans can get in on the action by submitting their guesses of the toaster pastry's identity on PopTarts.com/Bowl right now. The third Edible Mascot flavor will be revealed in the coming weeks across Pop-Tarts social channels. 

Also new for 2024, when the final whistle is blown, the ultimate decision on which Edible Mascot gets eaten by the winners to ascend to 'mouth heaven' will be bestowed on the 2024 Pop-Tarts Bowl game-winning MVP, raising the mouth-watering stakes even further.

"The first Pop-Tarts Bowl became one of the year's biggest memes, and since then, our Edible Mascot has popped up on red carpets, TV commercials, sold-out Halloween costumes, and it continues to get brought up during big cultural moments. And fans are hungry for more," said Heidi Ray, Senior Director of Marketing, Pop-Tarts. "Pop-Tarts will continue to challenge college football rituals, and with all eyes on us at this year's game, we're promising to triple the Crazy Good antics on- and off-field with even more shareworthy, showstopping, I-can't-believe-they-did-that moments for fans to engage pre-kickoff."

To hype up the game and honor the memory of the first-ever Edible Mascot, fans can purchase limited-edition Pop-Tarts® Printed Fun Mascot Packs, starting now at retailers nationwide. Available for a limited-time in two flavors – Frosted Strawberry and Frosted Apple Turnover (a Walmart® exclusive) – each pastry is printed with various images to commemorate the best moments, including the Frosted Strawberry mascot, from the 2023 Pop-Tarts Bowl.

The 2024 Pop-Tarts Bowl will air live on December 28 at 3:30 p.m. ET on ABC. The post-season showdown will unfold as two teams – and three Pop-Tarts Edible Mascots – face off at Camping World Stadium in Orlando.

With many more Crazy Good antics in store for the 2024 Pop-Tarts Bowl, be sure to follow @PopTartsUS on Instagram, @PopTarts on TikTok and @PopTartsBowl on your favorite social media platform to stay up to date with the latest.

About the Pop-Tarts Bowl
In 2023, Pop-Tarts signed a multi-year agreement with Florida Citrus Sports to become the new title sponsor of the Pop-Tarts Bowl game. Since 2014, the bowl has matched the top selection from the ACC (inclusive of Notre Dame) outside of the College Football Playoff against the second selection from the Big 12 outside of the CFP at Camping World Stadium in Orlando, Florida. The 2024 Pop-Tarts Bowl will air live on December 28 at 3:30 p.m. ET on ABC. The New York Times said the 2023 Pop-Tarts Edible Mascot campaign "won the internet" and the campaign was awarded the Cannes Lions Grand Prix in the Brand Experience and Activation category, as well as a Grand Clio, an Andy IDEA award, a gold Jay Chiat Award and named the Brand Activation of the Year at the Sports Business Journal Awards.

About Kellanova
Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands including Pringles®, Cheez-It®, Pop-Tarts®, Kellogg's Rice Krispies Treats®, RXBAR®, Eggo®, MorningStar Farms®, Special K®, Coco Pops®, and more, Kellanova's vision is to become the world's best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people. Our net sales for 2023 were $13 billion. 

At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com.

About Florida Citrus Sports
Florida Citrus Sports is a not-for-profit event management organization dedicated to positively impacting the Orlando region while enhancing the quality of life in Central Florida through world-class events, including the Cheez-It Citrus Bowl, the Pop-Tarts Bowl, the Florida Blue Florida Classic, the FC Series and the Camping World Kickoff. For more information, visit FloridaCitrusSports.com.

Kellanova Media Hotline 
(269) 961-3799 
media.hotline@kellanova.com   

Weber Shandwick
Rebecca Jakush
(312) 988-2281
rjakush@webershandwick.com

 

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SOURCE Kellanova

FAQ

When is the 2024 Pop-Tarts Bowl taking place?

The 2024 Pop-Tarts Bowl will air live on December 28 at 3:30 p.m. ET on ABC.

What are the three mascot flavors for the 2024 Pop-Tarts Bowl?

The three mascot flavors are Frosted Wild Berry, Frosted Hot Fudge Sundae, and a mystery flavor that will be revealed in the coming weeks.

Where can fans submit guesses for the mystery mascot flavor?

Fans can submit their guesses for the mystery flavor on PopTarts.com/Bowl.

What edition Pop-Tarts products are being released for the Bowl?

-edition Pop-Tarts Printed Fun Mascot Packs in Frosted Strawberry and Frosted Apple Turnover (Walmart exclusive) flavors are being released.