Pop-Tarts rolls out trio of edible mascots for 2024 ‘Pop-Tarts Bowl’
The playful campaign introduces three frosted contenders, including a mystery flavor, to amp up college football season.
The limited-edition Pop-Tarts Printed Fun Mascot Packs are now available at retailers nationwide. / Credit: Pop-Tarts
Kellanova’s Pop-Tarts is turning up the shenanigans for the 2024 ‘Pop-Tarts Bowl’ with the debut of not one, not two, but three ‘edible mascots’ in retailers nationwide, marking a new chapter in the brand’s offbeat football tradition.
After the snack brand’s Frosted Strawberry mascot made a splash last year, Pop-Tarts is upping the stakes with a trio of frosted faces, including two classics and one mystery flavor.
This year’s edible lineup features Frosted Wild Berry, with purple frosting and teal swirl; Frosted Hot Fudge Sundae, with fudge icing and rainbow sprinkles; and the star of speculation, a mystery flavor from the Pop-Tarts vault. Fans can join the guessing game at PopTarts.com/Bowl to predict which toaster pastry from the past is staging a comeback.
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“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 at Pop-Tarts.
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The campaign is part of Pop-Tarts’ broader strategy to cement its presence in college football culture through the Pop-Tarts Bowl, an NCAA postseason game that brings together teams from the ACC and Big 12 conferences.
“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,” Ray said.
To keep the excitement going, limited-edition ‘Pop-Tarts Printed Fun Mascot Packs’ are now available nationwide in Frosted Strawberry and Frosted Apple Turnover (a Walmart exclusive).
The 2024 Pop-Tarts Bowl will air live on December 28 at 3:30pm ET on ABC from Camping World Stadium in Orlando. The creative agency behind the ‘edible mascots’ concept is Weber Shandwick.
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