The Pop-Tart mascot|@PopTartsBowl|X
There was an unlikely winner in the Kansas State Wildcats vs NC State Wolfpack college football match last week, Pop-Tarts. The company’s mascot went viral on social media for its advertising stunt at the game.
What happened?
The toaster-pastry mascot gave a memorable branding performance, sliding into a giant mock toaster and ejecting as a life-size edible pastry. Scores of Wildcats players swarmed to taste their victory Pop-Tart on live TV.
The ad gimmick, costing around $2 million, earned Pop-Tart’s parent, Kellanova, an estimated $12.1 million worth of media exposure, says Apex Marketing Group.
The quirky and funny “edible mascot” campaign has generated significant earned-media attention and increased searches for Pop-Tarts.
Not the first time
Brands are increasingly experimenting with marketing to grab the attention of the younger generation and stay relevant.
- Grimace Shake: Fast food giant McDonald’s embraced Gen Z’s humor in the Grimace Shake TikTok trend, which saw people pretending to pass out in random places after drinking the purple drink.
- Nerds candy: Known for its ability to tap into popular culture on social media and convert it to sales, the Nerds candy brand has skyrocketed in popularity since the pandemic.
- Seemingly ranch: Back in September, every known food brand jumped into the ‘seemingly ranch’ trend on social media, set by a tweet on Taylor Swift’s choice of condiments. Brands like Heinz, Primal Kitchen, Arby’s and Walmart came up with their own real and fake versions of the namesake ranch dressing.
A May 2023 Kantar survey of 2,000 Gen Zers found 50% identified as having a “goofy or silly” sense of humor, while 36% said they identified with “random” humor. Brands are racing to reach younger consumers through humor they can relate to.