Pop-Tarts Bowl:
resurrection edition

Diagnosis:
College football bowl games are low stakes, for both players and fans alike, so Pop-Tarts made the biggest splash in college football history last year with the edible mascot. And fans were foaming at the mouth to see what we’d do this season.

Prescription:
We turned the Iowa St. vs. Miami college football Pop-Tarts bowl into all-out mayhem by involving fans and bringing forth not just 1 edible mascot, but 3 to see which flavor would fulfill their lifelong dream of being toasted and eaten by the winning team (with a whole lot of other insanity along the way.)

Results:
Coming soon

Press:
ABC News, adage, adweek, Barstool Sports, Barstool Sports (again), Bleeding Cool, CBS Sports, CNN, ESPN, Fox News, Huff Post, Mashable, NBC Sports, New York Times, People, Rolling Stone, Sports Illustrated, Sports Illustrated (again), TMZ, Today, USA Today, USA Today (again), Washington Post, Yahoo Sports, and lots of reddit love.

Case study - coming soon

The first toaster of its kind

As if winning the Pop-Tarts bowl wasn’t incentive enough, we unveiled that this year’s trophy…came with a built-in toaster.

pop-tartS [mascot] flavors BARE ALL

Our 3 edible mascot flavors took to the field to “reveal” themselves
to a roaring crowd of fans.

Strawberry frosted:
In-memoriAM & resurrection

First, we held a moment of silence during an in-memoriam for Strawberry Frosted (the fan fav viral mascot that got eaten at last year’s Pop-Tarts bowl.) Then, we resurrected it in flavor zombie form. The Internet lost their collective minds.

The GRAND [GRIM] finale

Rocco Becht (Iowa St. QB) picked Cinnamon Roll to see its dreams come to fruition, by being toasted and consumed by he and his team.

Creds:
CCO: Jeff Immel
Group Creative Director: Burke Boggio-Hair
Creative Director(s): Alex Manosalvas (AD), Nick Drew (CW), Jeff Barry (CW)
Sr. Creatives: Yasmine Nur (AD) + Nikki Méndez (AD)