“The First Edible Mascot” was a unique and memorable marketing campaign by Pop-Tarts. Pop-Tarts introduced the first-ever edible mascot in the history of sports during the Pop-Tarts Bowl , a college football event. The mascot, named Strawberry, was designed to be toasted and then eaten by fans, creating an interactive and unforgettable game-day experience.
Campaign Overview
Challenge :
Grab attention during college football games, a market saturated with mascot appearances. Reposition Pop-Tarts as a fun and relevant snack choice for college students.
Solution :
Create the “First Edible Mascot” – a giant Pop-Tart costume designed to be “toasted” and devoured by fans.
Execution :
The Mascot : A giant, costumed Pop-Tart character resembling the brand’s logo.
The Gimmick : The mascot made a grand entrance by jumping out of a giant toaster at the college match.This mascot wouldn’t just wave and high-five fans; After its debut, the mascot was ‘toasted’ so that it could be devoured by fans, which turned into a viral moment.
The Delicious Ending : After “toasting,” the mascot costume would burst open, revealing smaller Pop-Tarts underneath, which would be distributed to fans in the stadium.
Impacts:
This campaign became the single-biggest earned media campaign for Pop-Tarts. It significantly increased brand searches on game day and received extensive coverage, with over 80% of game-related media mentioning the edible mascot. The New York Times even declared that the Pop-Tarts Bowl “won the internet.”
Media Attention : The unique concept garnered significant media coverage, boosting brand awareness for Pop-Tarts beyond the stadium.
Social Media Buzz : Fans shared photos and videos of the “First Edible Mascot” online, further amplifying the campaign’s reach.
Cannes Lions Grand Prix : The campaign’s success was recognized, winning the Grand Prix award at the prestigious Cannes Lions International Festival of Creativity.
Impact and Results
The Edible Mascot campaign achieved over 4 billion impressions, marking the highest reach in Pop-Tarts’ history. It garnered 15 times more media mentions than any other brand-sponsored bowl and had 8 times the conversion rate of any bowl game. The campaign also saw a 7-fold increase in brand searches, and a 14% rise in positive brand sentiment.
Lessons Learned
Think Outside the Box : Don’t be afraid to break away from traditional marketing strategies to create a truly memorable experience.
Focus on Engagement : Creating an interactive element that directly involves the audience can significantly enhance a campaign’s impact.
Social Media is Key : Leverage social media to spread the word and encourage audience participation.
