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Pop-Tarts
Pop-Tarts Soda-Mazing

RAN IN: United States

CLIENT
The Kellogg Company

Tia Cummings, Senior Brand Manager
Jim Kiszka, Associate Director, Experience Planning
Brandy Ruff, Director, Brand PR
Tiffany Mathews, Integrated Promotions Manager

AGENCY
VML *Lead Agency

Dean Suarez-Starfeldt, Managing Director, Planning
Angela Halaby, Director, Client Engagement
Matt Jordan, Director, Planning
Caitlin Pasqualone, Senior Copywriter
Jeremiah Johnson, Art Director
Elizabeth Erker, Account Manager


Universal Music Group


Starcom


Edelman


SUMMARY

Pop-Tarts objectives were to reverse sales declines and drive renewed brand relevance among teens and young adults. The campaign exceeded sales goals for the two limited-time flavors by 75%; reversed consumption declines by driving increased base sales, up 2.5% versus -1.8% YOY; shifted attitudes and renewed Pop-Tarts relevance among teens and young adults by increasing YOY social engagement rate by 32% and generating more than 10 million consumer engagements versus YAG.

CASE STUDY

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CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);ECOMMERCE;GUERILLA;Sampling/Trial;INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);Video Skins/Bugs;Other (Interactive/Online);MOBILE/TABLET;App;Display Ad (Mobile/Tablet);In-App or In-Game Ad;Location-based Communications/Real Time Marketing;PACKAGING;PR;RETAIL EXPERIENCE;In-store Merchandizing;POP;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV

Audience: Teens (13-20)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English