In 2023, Kellanova brought the wild ethos of Pop-Tarts to the college bowl season. Supplanting what was at the time the Cheez-It Bowl, the Pop-Tarts Bowl presented an exciting strategic branding challenge. How do you bring together college football, Orlando, and Pop-Tarts into one event that ignites excitement year after year? The solution was mixing all three ingredients together into a colorful and iconic system that flexed across hundreds of touchpoints. From stadium signage and scoreboard animations, to the commemorative pack and trophy, each unhinged activation resonated with college football fans across the Internet and Orlando. The bowl game turned into a viral sensation, and proved that if you go all in, you can create incredible value and equity for your brand that persists long after the game is over.