(Picture Credit score: Kellogg Firm)
What’s outdated is new once more—type of. The Kellogg Firm is placing a contemporary spin on its Pop-Tarts characters, which had been featured within the model’s ads within the early 2000s, as reimagined “Brokers of Loopy Good” in a 360 marketing campaign, in keeping with a Cision PR Newswire press launch.
The model’s new artistic route matches present occasions because it expands into snacking territory, with characters akin to Frosted Strawberry, Brown Sugar Cinnamon and Scorching Fudge Sundae now joined by a squad of Bites.
The marketing campaign adjustments the throwback narrative because the earlier iterations of the characters sometimes 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 exhibits that the corporate is attempting to seize previous and current audiences with the interactive, loveable characters via their multiformat launch.
Kellogg’s is retaining 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 mentioned within the launch. “This new artistic route 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 keeping with knowledge from Circana/SupplyTrack.
The marketing campaign is making good on what’s outdated with a brand new twist by being extra attractive and scrumptious to suit the present media panorama’s urge for food.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 comply with them on their touring adventures with the newest one on the Grownup Swim Competition.
Pop-Tarts has been round for almost 60 years however the model continues to be discovering new methods to slay starvation and keep related and linked to newer audiences.
Manufacturers, think about former concepts that you can tweak and reimagine for immediately. You may not have tasty strolling, speaking mascots, however you can faucet into the previous and discover a solution to fill a sure want or want on your stakeholders now.
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Sherri Kolade is a author at Ragan Communications. When she is just not together 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 amazing PR story concept? E-mail her at sherrik@ragan.com.
