Cannes Lions
LEO BURNETT USA, Chicago / KELLOGG'S / 2006
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The objective of the promotion was to increase Pop Tart consumption during the summer.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.
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