The inaugural Pop-Tarts Bowl will be airing live on ESPN on December 28th, 2023 and the winning team will get to take a bite of college football’s first-ever Edible Mascot.
This summer, Pop-Tarts debuted its Agents of Crazy Good characters and the Pop-Tarts Bowl Mascot is now being introduced as the real-life manifestation of this campaign. At the 2023 Pop-Tarts Bowl, the first-of-its-kind mascot will interact with fans in the stadium and when the final whistle blows, it will transform into a game-winning snack for the victors. "For sixty years, Pop-Tarts has sacrificed everything in the name of Crazy Good flavor, so why wouldn't that include our beloved Football Mascot, too?" said Heidi Ray, Senior Director of Marketing for Pop-Tarts.
What's Driving This Trend
- Edible Mascots
- The 2023 Pop-Tarts Bowl will introduce the world's first Edible Mascot, creating a new trend in the sports industry.
- Branded Character Campaigns
- Pop-Tarts' Agents of Crazy Good characters and the introduction of the Pop-Tarts Bowl Mascot show a trend towards branded character campaigns in the food industry.
- Interactive Stadium Experiences
- The interaction between fans and the Pop-Tarts Bowl Mascot at the 2023 game suggests a trend of interactive stadium experiences in the sports and entertainment industry.
Who This Affects Most
- Sports
- The introduction of Edible Mascots at the Pop-Tarts Bowl presents a disruptive innovation opportunity in the sports industry.
- Food and Beverage
- The development of branded character campaigns, like the Pop-Tarts Bowl Mascot, creates a disruptive innovation opportunity in the food and beverage industry.
- Entertainment
- The trend of interactive stadium experiences, exemplified by the Pop-Tarts Bowl Mascot, opens up disruptive innovation opportunities in the entertainment industry.
