How Much is a Mascot Representing Edible Bowls Valued At?
A less prominent college football game, distant from the College Football Playoff's elite, has unexpectedly gone viral due to its innovative rebranding and the introduction of what's been termed the first 'edible' sports mascot.
The event in question was the Pop-Tarts Bowl in Orlando last Thursday. It might have seemed ordinary, with 25th-ranked Kansas State defeating 18th-ranked N.C. State 28-19 in front of 31,111 spectators, featuring teams with three losses. However, this game stood out for other reasons. Pop-Tarts, the breakfast pastry brand, and the game's new title sponsor organized a unique postgame celebration.
In a bizarre yet memorable ceremony, a mascot resembling a Pop-Tart descended into a vast toaster prop on the Camping World Stadium field. Following this, an actual oversized Pop-Tart (no longer a mascot) was brought out, which the victorious Kansas State players and coaches started eating. The trophy for the game was also adorned with real Pop-Tarts, which were also eaten.
During the broadcast, ESPN commentator Anish Shroff remarked about the Pop-Tarts mascot, "After the game, he will be devoured, he will die, and he will be his last meal." This added a surreal and dark twist to the event.
In the aftermath, Apex Marketing Group calculated that Pop-Tarts generated nearly $12.1 million over the past week alone in brand value from TV, radio, social media, and digital news exposure from the game.
Marketing Pivot
The Pop-Tarts Bowl existed in 2020-22 as the Cheez-It Bowl, where winning coaches were doused with a bucket of snack food. But Kellanova, which owns both food brands, shifted its marketing focus for the game earlier this year and then got to work on a post-game celebration that would break through the increasing noise of college football’s 43 bowl games. Cheez-It is now the title sponsor of the Jan. 1 Citrus Bowl.
In recent years, the Duke’s Mayo Bowl has achieved a similar breakthrough into the cultural zeitgeist with its ritual of pouring mayonnaise on the winning coaches. But the Pop-Tarts Bowl took it to another level, raising the question of what will be following in the arms race of college bowl game marketing.
