Pop-Tarts is experiencing a moment of triumph as it steps boldly onto the college football scene, showcasing its unique mascots at the much-anticipated Pop-Tarts Bowl held on December 2023. This event featured not only thrilling sports action between the Iowa State Cyclones and the Miami Hurricanes, but also the lively presence of comical mascots from the Chicago Mascot Co. Topping the excitement, Krispy Kreme has launched its newest doughnut collection, with flavors inspired directly by Pop-Tarts, marking the start of 2024 with delicious, sugary innovation.
The Pop-Tarts Bowl was the centerpiece of this collaboration. The game, held at Camping World Stadium, transformed the traditional sports setup with glitzy Pop-Tarts-themed mascots, the highlight being one large, whimsical figure resembling the favorite breakfast pastry itself. Mary Hickey, the founder of Chicago Mascot Co., shared her pride as her creations entertained the crowd under the stadium lights. "I was quite proud. Everything went pretty much to plan," she stated, highlighting the labor of love put forth to bring these characters to life.
Chicago Mascot Co. has made its mark by creating elaborate and humorous mascots for various events and companies, including other sports teams and promotional campaigns. Hickey’s team developed the unforgettable giant Pop-Tart, which sported faux pastry icing and colorful sprinkles, alongside familiar faces like Benny the Bull and other local sports mascots. Each mascot is handmade at Hickey's facility, taking about six months to build and costing between $11,000 and $20,000. These figures don’t just attract attention; they embody the brand’s spirit, providing endless entertainment during college football season.
The game day experience was enlivened with Pop-Tart mascots greeting fans and players alike, bringing joy and laughter to the educational sports event. Hickey explained, "My job is to make sure my customers are happy," emphasizing the dual role of entertainment and branding. The mascots served not only as spectacles but as connectors between the Pop-Tarts brand and its fans.
Alongside the bowl festivities, Krispy Kreme seized the opportunity to boost its visibility and appeal with the limited-time release of the Krispy Kreme x Pop-Tarts “Crazy Good Doughnuts Collection”. Starting January 6, 2024, avid fans of sweet treats have the chance to indulge in three specially crafted doughnut flavors inspired by Pop-Tarts. Each doughnut presents its own unique take on beloved Pop-Tart favorites, ensuring enthusiasts have more than one reason to head to local stores.
The doughnuts include the Pop-Tarts Frosted Strawberry Doughnut, which features strawberry filling and shortbread icing topped with bits of actual Frosted Strawberry Pop-Tarts; the Pop-Tarts Frosted Chocolatey Fudge Doughnut, draped in brownie batter flavored buttercream and accented with crushed Frosted Chocolatey Fudge Pop-Tarts; and the Pop-Tarts Frosted Brown Sugar Cinnamon Doughnut, which presents warm cinnamon flavors and cream cheese icing with the added nostalgia of Frosted Cinnamon Roll Pop-Tarts. This collection seeks to blur the lines between casual breakfasts and decadent dessert experiences.
These doughnuts are available both at participating Krispy Kreme locations and online through their app and website. For those who prefer to grab them on the go, multi-pack options will also be offered through various retailers, including Walmart and Publix. The collaboration reflects not just innovative marketing, but also the blending of snack culture with cherished nostalgic moments.
By linking the pop culture of college football and the sweet, sugary world of Pop-Tarts, these new initiatives highlight how brands can effectively collaborate to engage fans and attract attention. The Pop-Tarts Bowl and the coinciding doughnut collaboration showcase the power of tradition melded with modern advertising approaches, giving consumers something to cheer about on both the field and at breakfast time.
There's little doubt as we move forward; Pop-Tarts will continue to innovate within the sports and culinary arenas, creating moments of joy and deliciousness. With partnerships like these, supported by creative craftsmanship and marketing ingenuity, the future looks promising for both Pop-Tarts and Krispy Kreme.