Synopsis:This spot illustrates the joy and heartbreak that goes into making a Pop Tarts television commercial.Objective:The objective was to spread the word that kids could freeze their Pop-Tarts in the summer, as an alternative to heating them up. Instead of just running the TV commercials online, this internet campaign wanted to show kids something new. Namely, the real story.Target:Kids 11 – 14 who are internet savvy, basically all of them.

The campaign promoted the idea that, instead of having a hot Pop Tart in the summer, kids could have a cold one. Simply put they’re “best eaten frozen.” TV spots ran promoting the idea. Spoofs of those TV spots ran on the internet, along with other internet-only content.

Pop Tart sales went from $21 last year to $24 million this year. That’s a 13% increase and $1 million a month for the summer.