Pop-TARts Pretzel super bowl

Ever since Pop-Tarts covered toast and jam with frosting and sprinkles they’ve been on a mission to fix boring breakfasts forever. Now they’re going after boring snacks—starting with the pretzel.

Our “We Fixed the Pretzel” campaign taps into teen culture by taking a cheeky, self-aware approach to infomercial tropes (an homage to teens’ obsession with Flex Seal ads). The client loved the concept so much they turned it into a Super Bowl campaign. First one for Pop-Tarts. First one for the agency.

When then used the spot’s endcard to direct our second-screening teen audience to a live informercial giveaway just for them.

I learned a lot from the experience. And thankfully only dry-heaved once.

THE LEAD UP

:15 TEASER TRAILER

GAME DAY

:30 SUPER BOWL SPOT

BUT WAIT—THERE’S MORE!

Infomercial giveaway on Twitter livestream

Directly after the spot, we redirected second screening teens to our LIVE infomercial. Fans frantically engaged in real time to win prizes: t-shirts (GORGEOUS INSIDE AND OUT!), tote bags (SHOVE IT IN!), fanny packs, scrunchies, and even the sparkly crop top worn by Johnathan Van Ness. It was 20 minutes of live, sugary, and (mostly) scripted chaos.

The livestream is still up on Twitter, but here’s a 30 second glimpse:

SOCIAL LAUNCH

Drive to live infomercial

STICKERS AND GIFS

We also unleashed Pop-Tarts Pretzel stickers and gifs onto teens to use on social and react to the rest of the game, other commercials, or whatever else they were looking at on their phones.