Pop-Tarts Bowl publicity was toasty

Hi, publicity fans —

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Ok — this week’s publicity part.

It’s been a few weeks so we didn’t get to talk about the most exciting publicity game of the 2023 college bowl season. It wasn’t the College Football Playoff. Something sweeter. We’re talking Pop-Tarts.

Going in, you could sense the breakfast pastry-like thing and football could mix well during a holiday season event. For starters, the Pop-Tarts Bowl website was fun. Played in Orlando, Fla., the event exceeded expectations if not on the field (the game was a blowout), definitely on the fringe. We’re still reading, talking and hearing about a small bowl game. Having told bowl managers for years that they could expand their messages beyond a few weeks, it feels today like the Pop-Tarts Bowl is just getting started.

What made the Pop-Tarts Bowl the bowl season’s publicity pick?

It started with a big, goofy colorful mascot that entertained young and old. If you believe social photos (most sports social is still on point), fans at the game and watching from home couldn’t seem to get enough. The character swayed and played and when the game was over (Kansas State beat North Carolina State 28-19) the Pop-Tarts character slunk into a monster-size toaster and led winners to an edible version to snack on.

Another way I knew the Pop-Tarts-Bowl marketing move worked is that I saw a product store display with no football signage, yet the game is what came to mind. That, and I really wanted one even though I hadn’t eaten Pop-Tarts since I was a kid.

P.S. Dear Kellogg’s + Pop-Tarts Bowl — I have great ideas to expand your brand throughout the country this year. Call me.

All you need is fun, and then some.

Sometimes all it takes to master a massive publicity win is to have fun. I have no doubt a lot of hard work went into the bowl-product activation, but I bet everyone involved giggled more than a few times. A walking, dancing Pop-Tart and football? Sometimes ingredients don’t have to make sense on the surface to score a big win in public.

Oh, and hey, the game is already baked into the 2024 college bowl schedule.

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