POP-TARTS BURNS (on social)

Sometimes you’re given the chance to dive deep into the human psyche, root around the messiest truths, and pull out something so honest it scares you. Then it doesn’t matter how many awards you win as long as you’re able to reach just one person. The one meant to hear your story. The one clinging to your words with tears in their eyes and a whisper on their lips…

What fucking 12 yr old boy hacked the Pop-Tarts’ Twitter handle?

These are the highlights from my time as a teen-trolling toaster pastry on social. Enjoy.

TOASTED TEENS ON MTV

Wrote a TRL Segment…

We took TRL’s familiar street-interview style and mixed it with the chaotic energy of Reddit’s /roastme to create #ToastMe: a segment where teens volunteer to have their selfies savagely burned by Pop-Tarts on Twitter.

…to launch a Twitter activation

Teens at home tweeted their selfies to Pop-Tarts with the hashtag #ToastMe and we spent 90 minutes in a dark room giving them exactly what they asked for. It was very cathartic.

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That time i went viral

The concept behind this notorious post was to show Pop-Tarts as a drink garnish with copy that spoke to teens while bypassing a totally uncool legal disclaimer. It was risky, but it got a lot of media attention for the brand and boosted engagement from teens. It’s also the tweet that inspired MTV to give us the TRL segment.

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Got Diplo to @me…

…and some bachelor

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FLIRTED WITH PETE

And got called out by @commentsbycelebs

While obsessively monitoring social conversations and trends for opportunities to put Pop-Tarts top-of-mind, Pete Davidson posted this picture. He has since deleted the photo from Instagram, but not before my response was picked up by @CommentsByCelebs—amplifying the Pop-Tarts brand to their large audience as well.

Launched a meme

As well as joining conversations, we create them by tapping into topics teens are passionate about and turning them into content they can play with and share.

(NOT) Just for laughs

While giving teens a taste of their own manic energy is fun, we strive to create content that is as hunger-inducing as it is entertaining. Hacking platforms, leaning into meme culture, current trends, and creating our own.