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Do Something Crazy

Kellogg’s Pop-Tarts came to Miami University seeking

Generation Z’s input and help on the lack of Pop-Tart

consumption happening after the age of 18. Combining Marketing, Interactive Media and Graphic Design students to form agency-like teams, we created marketing campaigns that would increase the consumption of Pop-Tarts.


As the graphic designer on my team, we took the brand identity of Pop-Tarts and challenged the consumer to “do something crazy” in the real and virtual world. This light hearted campaign that would be held mostly on twitch and Tik-Tok caught the attention of the executives at Pop-Tarts, making our campaign deemed the most successful.

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Campaign Moodboard

The aesthetic of this campaign was meant of feel organic to the brand voice of Pop-Tarts, Although we were targeting an older demographic we wanted to remain bright, fun, and energetic with the overall feel. 

Brand Elements 

The illustrations I created provided an exciting tone of voice on the physical and virtual deliverables. They kept a lot of our components of the campaign similar.  

Campaign Layout

We wanted to challenge generation Z to do something crazy in their lives. When we looked at the people within generation Z that would be most likely to continue to eat Pop-Tarts, a big part of their lives involved the virtual world of video games. This brought us to the two versions of the Do Something Crazy campaign: the virtual and "in real life" applications. Within both of these realms we wanted to establish the brands voice, accelerate the conversation, and magnify the interaction. 

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Establishing Brand Voice

We established the brands voice on Tik-Tok for both the irl and virtual forms of our campaign. Creating the Do Something Crazy challenge allowed us to highlight crazy things that people had done due to physical skill or gaming skill and associating Pop-Tart along with it. 



Accelerate the Conversation

Being able to “stitch” videos with their own content gives Pop-Tarts a chance for these users to show their personality as well as Pop-Tarts with their content. Stitching or duetting a video allows for the user to pair Pop-Tarts original video side by side with their own content. This social conversation can all be facilitated through a paid Pop-Tarts hashtag. #DSC, which will allow Pop-Tarts to track their engagement goals.

We created a Fortnite skin to entice generation Z to buy more Pop-Tarts and play as the character in the virtual world. Buying a box of Pop-Tarts would unlock the skin with a code allowing more exposure to all players. We then want Pop Tarts to further accelerate the conversation on Twitch by partnering with streamers on Twitch, and partnering with ESports events for a Craziest Clip of the week replay.

We’ll provide these Pop Tarts stream overlays for streamers, and ESports broadcasts to use. 

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Magnify the Interaction

In order to magnify the interaction between the brand voice and consumers, we know that Pop-Tarts can benefit from influencers. We chose influencers who are known to go out to do something fun with the essence and vibe of the campaign. This was applied to both IRL and Virtual. To grab their attention we created PR boxes that tailor to both sets of influencers. 

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