The 71st Cannes Lions International Festival of Creativity continues to dazzle as the latest set of Lions were announced during the penultimate Awards Show. In the Brand Experience & Activation Lions, which celebrate comprehensive brand engagement, Pop-Tarts’ ‘The First Edible Mascot’ by Weber Shandwick claimed the Grand Prix.
This unique activation introduced the Pop-Tarts Bowl during a US college football game, where the winning team celebrated by consuming a mascot-shaped treat post-game.
The Challenge
Pop-Tarts, known for its Crazy Good take on classic flavors, aimed to transcend its reputation as just a breakfast staple and enter the broader snacking conversation. The goal was to integrate the brand into the excitement of college football with the first-ever Pop-Tarts Bowl.
The Solution
Pop-Tarts brought its iconic elements into the college football arena, emphasizing food and flavor throughout the Pop-Tarts Bowl experience. By positioning the brand at the center of this event, Pop-Tarts showcased its relevance beyond morning hours.
The highlight was the creation of the first-ever edible mascot, a unique and playful addition designed to captivate the audience and embody team spirit. After the game, the winning team had the memorable experience of devouring this mascot.
The Impact
The campaign marked the single-biggest earned media event for Pop-Tarts. On game day, searches for the brand surged to seven times the annual average, marking Pop-Tarts’ most significant day in nearly a decade.
The campaign achieved over 4 billion impressions, gathered $1 million worth of first-party data, and generated 15 times more brand mentions than the other 10 non-Kellanova-sponsored bowl games combined.
The edible mascot was at the heart of the frenzy, inspiring a flood of memes, social media posts, videos, and GIFs. With over 80% of game-related coverage focused on the edible mascot, the New York Times declared that the Pop-Tarts Bowl “won the internet.” Watch below:
Anselmo Ramos, Founder and Creative Chairman at GUT, Global, and President of the Brand Experience & Activation Jury, praised the idea’s creativity and impact: “‘The First Edible Mascot’ generated significant buzz, showcasing the power of live sampling and playful marketing.”
“Thursday at the 71st International Festival of Creativity has showcased exceptional marketing experiences, effectiveness, strategy, and innovation,” added Simon Cook, CEO LIONS.
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