Pop-Tarts
Project: Pop-Tarts Bowl II: The Return
Taking a bite out of the sequel
Instead of one-off stunts and ideas, we created lore for our brand, building on year one with a true sequel that delivered what fans wanted and surprised them in unexpected ways. We were able to hero our product and flavors while entertaining new and existing fans.
01The challenge
Pop-Tarts wanted to relaunch its Frosted Cinnamon Roll flavor, a product innovation aimed at further driving growth and penetration. And we needed to not only help the brand return for The Pop-Tarts Bowl — we had to outshine year one.
02The solution
We tossed out the sports sponsorship playbook and picked up Hollywood’s script, treating our campaign as a film franchise. We expanded our cast and introduced the next stars of our story, Wild Berry, Hot Fudge Sundae, and newly relaunched Frosted Cinnamon Roll.
New narratives, personalities and twists
Just like in the movies, we added new characters and your favorite dies at the end. The game’s MVP chose which mascot to sacrifice, joining his team in eating its body live on TV. Like all major franchises, the characters were available for purchase and we even had a surprise cameo from last year’s star Frosted Strawberry.
03The impact
Pop-Tarts’ fastest growing new flavor innovation launch
We were able to activate and engage fans from our announcement moment in mid-November through the game itself at the end of the year, earned 19.6B impressions, creating 9x more conversation than all other non-Kellanova bowl games combined, catapulting new Frosted Cinnamon Roll to become Pop-Tarts’ fastest growing flavor innovation, and selling 8M+ more pastries in the month following the game.
Let’s talk
Have an RFP you’d like to share? Skip the contact form below and email us to get started.
Fields with * are required.