The Pop-Tarts Bowl Showed Brands Don’t Need a Super Bowl Ad to Make an Impact in Culture

Brands still flock to Super Bowl 58 for its massive reach and potential rewards, but Pop-Tarts and AT&T have worked to make less crowded college bowl matchups into Big Games of their own. On Dec. 28–a Thursday night–in Orlando, Pop-Tarts parent company Kellanova and its creative partners at Weber Shandwick introduced fans to their Frosted…