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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 Strawberry mascot… and sentenced it to death. It was lowered into a giant toaster and consumed on the field by the victorious Kansas State Wildcats.
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