Cannes Lions

TOASTER PASTRIES

MSLGROUP, New York / KELLOGG'S / 2011

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Description

For an iconic brand with roots that go back to the 1960s, staying relevant and conversation worthy – even while the product remains a household staple – can be a challenge. That was the case with Pop-Tarts®, a go-to breakfast treat for consumers of all ages since 1964, which was beginning to lose relevance despite decades of traditional advertising support.The successful launch of a teen-targeted Facebook fan page in 2009 showed young consumers were looking for new ways to connect with the brand. But Kellogg’s wanted to strengthen the bond with all consumers and get everyone talking about Pop-Tarts again. And it required a solution that went beyond traditional advertising.

The solution: a pop-up store in New York’s Times Square, which literally brought the brand to life and took the consumer experience to another level. Pop-Tarts World featured a café, which included items such as Pop-Tarts-infused ice cream and Pop-Tarts sushi, as well as interactive games and stations for personalizing Pop-Tarts pastries and customizing t-shirts. A supporting multi-tiered media relations campaign, which kicked off with a New York Times exclusive, created a frenzy that had media and consumers engaging, talking and Tweeting about Pop-Tarts. The results were pure pop culture gold.

Execution

Pop-Tarts World opened August 10, 2010. Store highlights included interactive touch screens with games and a giant "varietizer" that allowed guests to create custom-mixed boxes of Pop-Tarts. The Pop-Tarts café, a counter-style food service operation, featured a variety of "Pop-Tarts-inspired" items, like Pop-Tarts-infused ice cream and granola bars. The biggest hit was Pop-Tarts sushi, which was bite-sized pieces of minced Pop-Tarts rolled into a fruit wrap.To kick-off the multi-tiered media relations strategy, The New York Times was given exclusive access to Pop-Tarts World the weekend prior to opening. As a result, a photo-filled feature about Pop-Tarts World appeared on the front page of the Times business section the morning of August 9. A packed media preview party followed that evening.

The opening, hosted by Caroline Rhea, was a media FRENZY, with every major broadcast network, national cable news network, and New York local TV station on-site to cover the event.

Outcome

Objective No.1: Renew America's love of Pop-Tarts®In a survey among Pop-Tarts consumers: • 69% had a higher opinion of Pop-Tarts vs. other brands as compared to 40% in control group • 78% stated Pop-Tarts appealed more than other brands compared to 60% in control group• Pop-Tarts consumers who visited the store purchased 36% more Pop-Tarts upon returning home Objective No.2: Get Pop-Tarts® into the national spotlight • 1.1 BILLION PR impressions in first 4 weeks• 1,000+ broadcast segments including: The Today Show, CBS Evening News, ABC World News, Fox News • Print/online features including: The New York Times, Associated Press, Parade.com• Social Media: No.2 most buzzed about brand in 2010; Facebook fan base grew 10% in two weeksObjective No.3: Increase Pop-Tarts Total Sales vs. 2010 • 2.2% increase in Pop-Tarts profit driven by initiative • $2.65 long-term brand ROI / $1.77 short-term brand ROI

Similar Campaigns

12 items

Propel

DENTSU CREATIVE, Amsterdam

Propel

2023, PROPEL

(opens in a new tab)