This year, the world of sports introduced an innovative feature at the Pop-Tarts Bowl in Orlando, Florida – the first-ever consumable mascot in the history of sports.
Following their victory over the North Carolina State Wolfpack with a score of 28-19 on a recent Thursday, the Kansas State Wildcats celebrated by feasting on a massive toaster pastry that emerged from an oversized toaster.
On the day of the match, the Pop-Tarts character made a grand entrance in a colossal toaster, with everyone from stadium personnel to TV commentators emphasizing its edible nature, as reported by Mediaite.
ESPN’s Anish Shroff mentioned several times that the mascot’s fate was sealed.
“He emerged from a toaster, a huge one, just before the game started,” Shroff commented. “Sadly, after the match, he’s destined to be eaten. His end is near; he will become his final meal.”
At the conclusion of the match, the Pop-Tart mascot returned to the top of the toaster, displaying a sign stating, “DREAMS REALLY DO COME TRUE.” He was then lowered into the toaster, and a real gigantic Pop-Tart appeared, to the delight of the Kansas State team members and staff who started to devour it.
The Pop-Tarts trophy, decorated with silver-colored Pop-Tarts at the base, featured a silver football at the top with spaces to hold two toaster pastries.
Ari Wasserman, a national college football journalist for The Athletic, attributed his sudden craving for Pop-Tarts that Thursday night to the promotional stunt.
“The brilliant team at Pop-Tarts must be getting a good return on their investment for sponsoring this bowl game,” Wasserman noted on X. “I haven’t had a Pop-Tart since my college days, but now I’m tempted. It’s the talk of the evening.”
An entity known as Stanford Tree posted, “Farewell to my esteemed friend and guide, the @PopTartsBowl Mascot.”
“I take comfort in knowing that in being consumed, you fulfilled your ultimate dream. This loss is simultaneously sweet and sorrowful, sugary and sharp. Just like you. Leviticus 26:29,” added Stanford Tree, with several emojis.
In a communication with NPR, Heidi Ray, the senior director of brand marketing at Pop-Tarts (Kellanova), expressed astonishment at the response to the campaign.
“Marketing efforts that generate both attention and dialogue have an extraordinary impact on business,” Ray remarked. “The response and involvement we’ve witnessed have been astounding, and we’re still evaluating it. But, as of now, it’s comparable to a significant Super Bowl event in terms of success.”
The bowl game, now recognized as the Pop-Tarts Bowl, was initially named the Blockbuster Bowl and was first held in 1990 in Miami, attracting over 74,000 spectators. Presently, the event takes place at the Camping World Stadium in Orlando.
Over the years, the game has been sponsored by various companies, with Pop-Tarts being the latest following a long-term deal with Florida Citrus Sports, a non-profit event management organization.
