+ 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 x Neon
Pop Tarts x Neon

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Program Theme
Program Theme

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Back Panel Information
Back Panel Information

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Pop Tarts x Neon
Pop Tarts x Neon

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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.”

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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.

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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
 

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Pop-Tarts: Design Process
 

A look behind the curtain as I create the packaging and
the various characters for the launch of PopTarts exclusive
Pink Lemonade flavor, right down to the icing