These characters came back new and with a twist, tapping back into 2000’s nostalgia. Pop-Tarts is a popular brand of toaster pastries produced and distributed by Kellogg’s since 1964. They consist of a sweet filling enclosed within two layers of thin, rectangular pastry crust, with most varieties being frosted. Despite being pre-cooked, they are intended to be warmed in a toaster or microwave. Commonly sold in pairs inside Mylar packages, Pop-Tarts do not need refrigeration. Kellogg’s most successful brand in the United States, Pop-Tarts enjoys substantial sales annually. While primarily distributed in the United States, they are also available in several other countries, including Canada, the United Kingdom, Ireland, Australia, and New Zealand.

The twist of Pop-Tart’s New Characters

The new characters, which include Frosted Strawberry, Brown Sugar Cinnamon, Hot Fudge Sundae, and a group of Bites, are characters of favorite toaster pastries brought to life. The clever team arrives fully frosted and prepared to defy assumptions about where the brand can appear next, all the while rallying for the chance to become your next snack.

The twist however, is that this new campaign taps into the nostalgia of fans. It introduces characters from the ‘Crazy Good’ ads that ran in the 2000s but recreates them to fit today’s modern society. According to “Agents of Crazy Good” they are aiming to update classic brand personalities in a way that better appeals to contemporary tastes. According to FoodDive, the original “Crazy Good” ads were memorable for their morbid sense of humor. Created in a simplistic illustrated manner, the commercials showed anthropomorphized Pop-Tarts running into a variety of outlandish scenarios where they ended up on the menu. Because these ads were memorable, the inclusion of 2000’s nostalgia factors helps market the product.