"Expanding from three to six edible mascots this year isn't about an arms race; it's about evolution,"
"insatiable appetite for the playful and unexpected nature of the Pop-Tarts Bowl."
"raising the stakes."
A 2023 Pop-Tarts stunt sacrificed a Strawberry Pop-Tart mascot and fed it to the Kansas State football team, generating 4 billion media impressions and prompting Kellanova to sell 21 million more Pop-Tarts in the eight weeks after the game than in the eight weeks before. The next year the brand brought three flavors to the Pop-Tarts Bowl, with Iowa State quarterback Rocco Becht choosing Frosted Cinnamon Roll to be toasted and eaten. For the upcoming December 27 game in Orlando, Pop-Tarts will present six edible mascots—three on Team Sprinkles and three on Team Swirls—with fans voting which team will be sacrificed. The company framed the expansion as "evolution," saying fans have an "insatiable appetite for the playful and unexpected nature of the Pop-Tarts Bowl" and describing the move as "raising the stakes."
Read at Fast Company
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