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We were looking for a unique collaboration for Pop-Tarts to catch the attention of our Gen-Z audience who are obsessively into fashion, pop culture, and food adventures. We partnered with the iconic brand, Crocs, to leverage their unique connection — holes — perfect for customizing, along with creating the first-ever Edible Jibbitz.
Result - Earned over 563 million impressions. Kits sold out less than 20 minutes after launch. Among the highest-performing Pop-Tarts campaigns of 2023.