(MARKETING DIVE) -- Following the success of its game day activation last year, Pop-Tarts will again feature an edible mascot at its eponymous college football bowl, per a press release. This time, one of three toaster pastries — frosted wild berry, frosted hot fudge sundae and a mystery flavor — will be selected to “ascend to ‘mouth heaven’” by the game’s MVP.
“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,” said Heidi Ray, senior director of marketing at Pop-Tarts, in a statement.
The Kellanova brand went viral on social media last December when its previously announced edible mascot was devoured by the Kansas State football team. Apart from generating engagement and positive sentiment, the mascot appeared on the red carpet for the premiere of Jerry Seinfeld’s “Unfrosted,” in the brand’s ads and as a popular Halloween costume.
In the run-up to this year’s bowl game on Dec. 28, consumers can guess which previously discontinued flavor — peanut butter, vanilla milkshake, blue raspberry, cinnamon roll, red velvet cupcake, grape or chocolate chip cookie dough — is the mystery flavor. They can also purchase limited-edition Pop-Tarts Printed Fun Mascot Packs at retailers.
Kellanova saw a 6% increase in organic sales year-over-year and a 16.1% increase in profits, per its most recent earnings report. Mars in August agreed to purchase Kellanova for $35.9 billion.
