Consumer research indicated that during the hot summer months, as teens are out of school, their snacking habits change. Media contact points need to be altered in order to engage with the target. Partnering with the most popular property in live entertainment during the hot summer months, Pop-Tarts gave consumers a chance to sample product in a new way (frozen), at a new time (outside of breakfast, at the Tour) and in an impactful way.

For the first time in 24 months, Pop-Tarts’ base dollar sales increased for 13 consecutive weeks, dollar sales rose over 26%, and promotional lifts rose 28%! American Idol Tour sponsorship messaging reached over 30 Million teens and saw 300,000 FROZEN Pop-Tarts distributed to teens’ hands.