The CPG Bowl

Hello!! 👋🏻

VERY sports-heavy content today, but first…

I just wanted to say thank you all so much for being here. I wouldn’t say I’m a writer, per-se. Actually, I am definitely not a writer — scratch the “per-se". Really, this whole ‘thing’ is a bit of a creative escape or exercise for me.

I’m still working on finding some sort of tone & voice here, and deciding whether these little blurbs should be more reporting/essay-style or if I should inject myself into them. It’s going to get better… I hope. All that to say, I appreciate you bearing with me as I work through this.

Anyway! The college football season came to a not-so-shoccking end last week when the Michigan Wolverines hoisted the College Football Playoff National Championship trophy. Woah — that’s a mouthful.

The CFP football was great, but maybe better were the “other bowls”. Quick blurb below on Kellanova’s success sponsoring two different bowls.

• Pop-Tarts Mascot Wins Bowl Season

• Tiger Leaves Nike... 😬

Hope you enjoy the read! Feel free to reply with any thoughts or comments. And, if you really really liked it, consider sharing it with a friend!? 🙂

Have a great Monday!

Sam Sherfey

Presented by:

CPG & SPORTS SPONSORSHIPS
Pop-Tarts Mascot Wins Bowl Season

Left Shark, the Kool-Aid Man, and the edible Pop-Tarts mascot…

In the final year of the four-team College Football Playoff, Michigan may have won the National Championship, BUT it might have been Kellanova that won the Bowl Season.

Kellanova owns, both, Pop-Tarts and Cheez-It, and clearly understand the value of storytelling in a digital-first world. Mascots are incredibly useful and valuable brand assets, whether communicating with kids or going viral. And, during the 2023-24 Bowl Season, Kellanova stole the show.

A six-foot tall Pop-Tart danced on a stage before it was slowly lowered into what the audience soon realized was a giant toaster. While being lowered, the strawberry pastry smiled and held a sign reading, “DREAMS REALLY DO COME TRUED ❤️.”

That Pop-Tart wasn’t seen again until the the Kansas State wildcats and coach, Chris Klieman celebrated by EATING THE POP-TART!

The Pop-Tart feast blew up online — from Instagram & TikTok to the mainstream media. In fact, 30% of all Pop-Tart mentions over the last six months can be attributed to the game.

And, Kellanova took advantage during their second bowl game of the season, the Cheez-It Citrus Bowl. Cheez-It debuted a reimagined mascot, carrying a “NON-EDIBLE MASCOT” sign.

The dark humor of eating mascots resonated, and that means The Pop-Tarts Bowl is running it back in 2024.

Don’t call it a comeback — mascots never went anywhere!

AISLE 8
Tiger Leaves Nike… 😬

Old-school grocery stores were more than, well, groceries. They were the go-to place for most of your shopping. This was before department stores, big box, and so on. With that in mind, I’ll be using “Aisle 8” as a place to drop headlines from other industries, such as sports, design, and so on.

After a 27 years and one of the most successful endorsement deals in history, Tiger is officially leaving Nike.

Tiger wearing red with the Nike swoosh across his hat — it’s an image we’ve seen a thousand times. When you think Nike Golf, you think Tiger Woods. Or, at least, you did.

As of this week, Tiger is leaving Nike. As Jordan Rogers mentions, it’s a headline we’ve been expecting for awhile, but now it’s official.

Tiger moved from Nike Equipment to TaylorMade in 2017 and now it appears he’ll do the same with his apparel in 2024, joining an OEM (Original Equipment Manufacturer) looking to expand their footprint.

See Joe Pompliano’s Huddle Up for a more in-depth analysis of the partnership throughout the years, as well as insight into the current landscape of golf-industry endorsements.

PRESENTED BY
Your New Favorite Cappuccino

Coffee and pastries served by some guy in a van.

Short story… in 2019, I quit a job with nothing lined up. I was down in the dumps, and my dad gave me a pep talk that I’ll never forget. He told me I had tons of opportunity ahead and that I didn’t have to be chained to a desk.

Now, apparently, at some point I had mentioned this dream of a mobile coffeeshop. While I have no recollection of that, it’s stuck with me since this talk.

I’ve started referring to the concept as “Generic Coffee”, and it’s become somewhat of a symbol for optimism, perseverance, and what lies ahead.

*Advertise with The Grocer

OTHER
Self-Checkout

• Nick Saban announces retirement from Alabama. Pete Carrol moves from head coach to front office advisor role with Seahawks. Bill Belichick and Patriots agree to part ways.

• CES 2024 took place last week — here are some of the biggest winners.

• Jeremey Allen White generates $12.7M in media exposure for Calvin Klein in 48 hours.

• Kroger & Albertsons merger may be held up until February, awaiting FTC input.

• High Noon sells 21.4M cases ($1.5B) in 2023, becoming the best-selling alcohol brand in the U.S. thanks to rise in ready-to-drink market.

• Fruit Stripe gum discontinued after 50 years. RIP to the 10 seconds of flavor.

• Sperry sold to Reebok parent company for $130M.

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