+ PopTarts x NEON Pride Campaign
Objective:
To kick off Pride month on June 1, Pop-Tarts will drop 450 boxes of NEON Pink Block Party Lemonade Pop-Tarts on the Pop-Tarts Instagram shop, available for purchase for $5 via mobile. Each weekend during Pride month, an additional 450 boxes will be released for purchase, and Pop-Tarts will support and highlight four local LGBTQ+ and BIPOC groups that embody the theme throughout the year, including The Bronx Is Reading, Nobody’s Darling, Destination Tomorrow and The Salt Eaters Book Shop.
The best part -- in connection with these limited-edition boxes, each LGBTQ+ and BIPOC business will receive a $10k grant and $2,250 in connection with this sale. NEONxGLAAD will also receive a $100k grant to continue accelerating acceptance for the LGBTQ+ and BIPOC communities.
Pop-Tarts: Launch Final Design
This art, inspired by a summer block party, is a celebration of a community that doesn’t prioritize fitting in over living authentically.”
In lieu of the social campaign launch, to amplify the brand
voice of PopTarts, I designed 4 unique affirmations that speak
to the brand and the beliefs of this initiative.
Pop-Tarts: Campaign Affirmations
Pop-Tarts: Pump The Party
Pump The Party was created to give the user a fun interactive experience and allow them to "party" along with the characters in the illustrated scene, via Instagram Stories.
Each story frame crafted one after the other with a blank frame to encourage everyone to join.
