"Pop-Tarts vs. Cheez-Its: The Mascot Showdown Shaping College Bowl Season"
College football bowl season witnessed bizarre marketing stunts, with a Pop-Tart mascot being eaten by Kansas State players and West Virginia's coach getting a mayo bath, courtesy of the Duke's Mayo Bowl. The Cheez-It mascot also made a cheeky appearance with a "Non-Edible Mascot" sign. These stunts, particularly the Pop-Tart's "sacrifice," generated significant social media buzz and exposure, valued at over $12 million. These antics are seen as a creative solution to boost interest in non-playoff bowl games, which struggle with relevance due to player opt-outs and varying national interest.