#Lyrical lemonade pop tarts series

Kellogg broadly is investing more in digital and direct-to-consumer (DTC) channels to account for pandemic-driven shopping habits and an uptick in at-home snacking.

#Lyrical lemonade pop tarts series

It has also sponsored a School Night Out series of livestreams on Twitch that try to make 'staying in feel like going out,' with appearances from a variety of musical artists. brands in May, bringing on creators like Michael Le to support its new 'What Would Pop-Tarts Do?' platform that encourages consumers to break from everyday conventions. The pastry line ran the first TikTok challenge across Kellogg's U.S. The Lyrical Lemonade tie-up is part of Pop-Tarts' efforts to build out a more robust digital strategy.

Some marketers might start to reassess their campaign strategies as messages of optimism and excitement grind up against fresh restrictions and a souring national mood. ' It's been a while since everyone has been back together in school, and we loved the idea of collaborating with Pop-Tarts to get creative and make that first day back amazing,' said Bennett in a press statement.īut the COVID-19 delta variant could upset some of those initiatives as cases surge around the U.S.

Thematically, the campaign and pop-up experience aim to hype up students for the return to in-person classes and activities in the fall. An accompanying video preview of the box art drew more than 550,000 views. Lyrical Lemonade posted the news of the limited-run Lemon Creme Pie flavor to its Instagram late last month, generating more than 115,000 likes within 24 hours, according to additional details emailed to Marketing Dive.