Looking back on a wacky Pop-Tarts campaign
Are we okay?
New Year, New Ads! (Okay, technically the ads are from last month which is technically last year but, shhh)
Before we get into it, here’s something for the trendjackers/fast-vertisers among us.
Take a look at 24 notable events happening in 2024 that you’ll want to add to your calendar. Our friends at Forekast sifted through thousands of events and highlighted a few favorites.
24 notable events coming up in 2024.
And now, highlights of the week.
Looking back on a wacky Pop-Tarts campaign
You’re one of 31,000 fans in Orlando at Camping World Stadium. You’ve just watched a pretty average game where Kansas State defeated NC State 28-19. But what you don’t know is you’re about to witness a brand gobble up $12 million in earned media coverage.
This is the 2023 Pop-Tarts Bowl.
As the lights dim, a massive toaster appears on the field. The loveable Pop-Tarts mascot descends slowly into the fires of hell, and voila, it’s time for breakfast. Members of the winning team enjoy the edible mascot as they celebrate a hard-earned win.
What the hell is happening?
Taking not being serious, seriously.
I remember reading back in November that Pop-Tarts would be unwrapping the first-ever edible mascot at the 2023 Pop-Tarts Bowl. Honestly, it wasn’t half as interesting as a bunch of other press releases that went out that day. Looking back on the release, they mentioned the phrase “crazy good” more than a few times, which feels pretty on the nose for this stunt.
Everything ties together really nicely in hindsight. The lastest short form Pop-Tart’s commercials feature an edible mascot whose catch phrase is, “Bite me.”
So kudos to Pop-Tarts. It all went according to plan for you. Time for other brands to take not being serious seriously.
Worth noting
Kellanova, the parent company of Pop-Tarts, also owns Cheez-It, who hosted the Citrus Bowl yesterday. The game is known for having the best bath for a game-winning coach, as you can see. Cheez-Its > Gatorade.
Elsewhere in the ad world
Before more ads, a quick shoutout to our friend Edward Nevraumont of Marketing BS who featured our Ads of the Year, 2023 Edition in his newsletter last month. Marketing BS is a fantastic marketing newsletter for CMOs and Executives, and like this newsletter, it cuts through the BS.
Subscribe to Marketing BS here.
Coca-Cola channels The Bear’s big episode
Coca-Cola doesn’t often throw multiple brands into one spot, but they’re fully showing off the portfolio here. Which is interesting in itself. Maybe the bigger story for viewers, though, is the direction. The ad is called New Guy, directed by Christopher Sorer, creator and showrunner for Hulu/FX’s hit series, “The Bear.”
He captured all the chaos of The Bear’s biggest episode of season 2, “Fishes,” in this great campaign that’s backed by 40,000 individual pieces of creative that will run, well, just about everywhere. Display, out of home, you’ll be seeing them.
If you’ve seen the Fishes episode of The Bear, it’s a must-watch.
Apple goes out of home
Huge Apple Bags popped up in a few major cities mid last month. The out-of-home activations could be seen in Los Angeles, New York City, Chicago, Boston, Munich and Paris.
MoonPie goes out of planet
MoonPie has set its sights on the mysterious alien market, launching an ambitious campaign that aims high, targeting the stars themselves.
Following UFO hearings in the US Congress, MoonPie embarked on a beyond-the-earth advertising campaign aimed at broadening its customer reach into the vast expanse of space.
Um, yeah. I loved this campaign.
Last but not least
While writing about Pop Tarts, I took a look around for other silly marketing stunts that paid dividends, and this Oscar Meyer Bologna Face-mask came to mind. These things are still available on Amazon 2 years after the campaign. I guess Bologna sometimes spells c-a-s-h.
Alrighty, that’s a wrap. If you spot an ad you love and want a little shoutout in the newsletter, just respond to this email or connect with me on X and shoot me a DM. I’d love to feature more of the community. Have a great 2024!
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Until next time.