(Picture Credit score: Kellogg Firm)
What’s previous is new once more—kind of. The Kellogg Firm is placing a contemporary spin on its Pop-Tarts characters, which had been featured within the model’s commercials within the early 2000s, as reimagined “Brokers of Loopy Good” in a 360 marketing campaign, in accordance with a Cision PR Newswire press launch.
The model’s new inventive path suits present instances because it expands into snacking territory, with characters corresponding to Frosted Strawberry, Brown Sugar Cinnamon and Scorching Fudge Sundae now joined by a squad of Bites.
The marketing campaign modifications the throwback narrative because the earlier iterations of the characters usually prevented being eaten. The brand new variations of the characters fortunately—maybe alarmingly—embrace it and “problem expectations for the place the model can present up subsequent—all whereas rallying for an opportunity to be your subsequent snack.”
The marketing campaign’s July twentieth activations debuted on digital and social channels and through San Diego’s Grownup Swim Fest. The characters can even be featured in advert spots, model occasions and social content material to advertise opportune snacking moments.
Why it issues: What’s to not love about anthropomorphic pastry treats?
The Pop-Tarts’ character revamp reveals that the corporate is making an attempt to seize previous and current audiences with the interactive, loveable characters by way of their multiformat launch.
Kellogg is maintaining a pulse on what customers need and crave with their Pop-Tarts snacking experiences, which have blossomed past breakfast time to anytime.
“We acknowledge there’s a rising pleasure for our taste choices throughout breakfast and snacking events,” Pop-Tarts’ Senior Advertising Director Heidi Ray stated within the launch. “This new inventive path reinforces Pop-Tarts as an anytime meals whereas concurrently delighting followers with characters that remind them of their childhood love of Pop-Tarts.”
This snacking-forward transfer is motivated by a 17% enhance in adults snacking since 2019, in accordance with information from Circana/SupplyTrack.
The marketing campaign is making good on what’s previous with a brand new twist by being extra attractive and scrumptious to suit the present media panorama’s urge for food. Pop-Tarts’ characters are even on Instagram as they encourage followers to observe them on their touring adventures with the most recent one on the Grownup Swim Competition.
Pop-Tarts has been round for practically 60 years however the model continues to be discovering new methods to slay starvation and keep related and linked to newer audiences.
Manufacturers, take into account former concepts that you could possibly tweak and reimagine for as we speak. You won’t have tasty strolling, speaking mascots, however you could possibly faucet into the previous and discover a strategy to fill a sure want or need in your stakeholders now.
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Sherri Kolade is a author at Ragan Communications. When she shouldn’t be along with her household, she enjoys watching Alfred Hitchcock-style movies, studying and constructing an authentically curated life that features greater than often discovering one thing deliciously fried. Comply with her on LinkedIn. Have an incredible PR story thought? Electronic mail her at sherrik@ragan.com.
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