By: Sean-E Davis - 1/4/24
Kellanova, the snack giant behind Cheez-It and Pop-Tarts, made a strategic marketing move last spring, swapping bowl game sponsorships between its snack brands. The Dec. 28 Pop-Tarts Bowl went viral, creating a $12.1 million brand value for Pop-Tarts. Soon after, Cheez-It outperformed with the Jan. 1 Citrus Bowl, generating $13-14.5 million in brand value, according to Apex Marketing Group.
Apex Marketing's CEO, Eric Smallwood, highlighted that the shift in sponsorships led to increased exposure on New Year's Day, significantly contributing to Cheez-It's success and innovative ideas like the "first-ever edible mascot in sports."
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