Pop-Tarts Bowl Mascot 'Sacrifice' Goes Viral, Boosts Sales

The edible mascot's 'death' in a giant toaster and subsequent consumption by the winning team sparked widespread online discussion and increased Pop-Tarts sales.

Kansas State won the Pop-Tarts Bowl against NC State, but the real star of the event was the Pop-Tart mascot, which was 'sacrificed' in a giant toaster and then eaten by the victors.
The Pop-Tart mascot's 'death' has gone viral on social media, generating countless memes and discussions, and leading to increased sales of Pop-Tarts.
The Pop-Tarts Bowl, previously known as the Cheez-It Bowl, generated more than $12 million in earned media for parent company Kellanova.
Some viewers interpreted the Pop-Tart mascot's 'sacrifice' and consumption as having religious overtones, while others simply found it darkly humorous.
The success of the Pop-Tarts Bowl's eccentricity could influence future sporting events to incorporate similar stunts.