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Pop-Tarts - Case Study: The First Edible Mascot

Pop-Tarts
20/06/2024
Marketing & PR
London, UK
276
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Agency / Creative
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In order to cut through the plethora of brand mascots in US College Football, Weber Shandwick decided to put Pop-Tart's product front and centre by creating the 'First Edible Mascot'. The mascot jumped out of a giant toaster at a college match and afterwards was 'toasted' so that he could be devoured by fans, creating an unforgettable gameday experience and viral moment. This won the Cannes Lions 2024 Brand Experience & Activation Lion Grand Prix.
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