Following the lead of M&M’s and Hershey’s, Kellogg’s opened a retail store near Times Square last month dedicated entirely to Pop Tarts . Pop-Tarts World is a café where people can buy just about anything made of Pop Tarts, including…wait for it, Pop Tart sushi. Gross? Maybe. Something I want to try? Definitely!
These Times Square store fronts are emerging as a new kind of guerilla / experiential marketing trend among consumer brands – and most notably food brands. What a great idea. The PR these companies are getting is unbelievable.
Traditional media are writing and reporting on Pop-Tarts World like crazy. The nostalgia of Pop Tarts combined with the novelty of the café is the perfect recipe for coverage. And the social media buzz is just as impressive. Pop-Tarts added more than 200,000 Facebook friends in the just 2 weeks after the café opening and positive mentions for the brand nearly doubled .
Who wouldn’t want to visit this café? The menu includes the Fluffer Butter, marshmallow spread sandwiched between two Pop-Tarts frosted fudge pastries; the Sticky Cinna Munchies, cinnamon rolls topped with cream-cheese icing and chunks of Pop-Tarts cinnamon-roll variety; and Ants on a Log?, which is celery, peanut butter and chunks of the Wild Grape version. There’s something for everyone, just as long as you’re not too concerned with eating healthy.
The only question that remains is will it fatten up Kellog’s bottom line? If not the marketing team behind this one might be toast.