People are spending less time eating breakfast and looking for more ways to get something in their stomachs on the go. Even kids. This trend is nothing new, but the way to win the war for “backpack ready breakfasts” always breaks new ground. Pillsbury tried to dignify the pastry with its Toaster Strudel. Pop Tarts answered with neon stripes and rainbow sprinkles. Three guesses which ones the kids preferred … and the first two don’t count.
All told, to date, Kellogg’s has released more than two dozen flavors, routinely expanding on their initial four offerings – strawberry, blueberry, brown sugar cinnamon and apple – from way back in 1964. Each iteration tends to be more exotic and less about breakfast. Cookies and Cream, S’mores, PB&J … breakfast is not just for breakfast anymore. Still, even if they weren’t exactly typical breakfast flavors, these selections still made sense in a pastry casing.
But in today’s age of social media one-upmanship, the best things in life are weird. That explains the new line of double-take Pop Tart flavors headed to a grocery aisle near you. Whether you love these new flavors, or you hate them, chances are you will be talking about them. And so will your kids.
Here are a few topics of conversations:
Pink lemonade: yes, lemonade is a drink, not a pastry, but that didn’t stop the wizards at Kellogg’s from concocting this pink lemon flavored filled pastry. This one is expected next April.
“Limited edition” frosted maple bacon: it was inevitable, given bacon’s popularity, especially on social media, that someone would eventually make a bacon pastry. This inaugural “salty sweet” Pop Tart is rumored to have maple and bacon flavored filling inside a white frosted, smoke-flavored pastry. This one is expected by Christmas.
“Limited edition” frosted watermelon: the perennial summertime treat is now available for breakfast … starting in December, for a limited time.
There are more, but the specific flavors really aren’t the point. Kellogg’s plan here is simple: elicit conversation. They want their target market talking about the Pop Tarts. Even if they hate them, they will hate them IN COMPARISON to other Pop Tarts they love. For example, two college kids bring new flavors back to their dorm. Kid A says, “Dude, these watermelon ones are terrible. I still love S’mores the best.” Kid B says, “Yeah, but the bacon ones are incredible. MORE BACON! MORE BACON!”
Win or lose, Kellogg’s gets a plug. Remember rule number one in public relations: get people talking.
Ronn Torossian is the CEO of 5W Public Relations. 5WPR is based in NYC with offices in LA and Denver Colorado.
