Pop-Tarts is a unique treat that brings Crazy Good Fun into the world – from crazy versatility in how, when, where, and why it’s eaten, to challenging everyday conventions like bringing an Edible Mascot to a college football game, breaking the internet at the end of 2023. But, as American culture has shifted towards healthier treats, Pop-Tarts started to lose relevance and saw declines in sales. Jerry Seinfeld, an American comedian who gained fame with iconic TV sitcom Seinfeld and a successful career in comedy, is a self-proclaimed breakfast aficionado who wrote a now famous joke about Pop-Tarts. The comedian has touted the pastry as one of the greatest inventions in American history. The joke has made its round on social media, has been analyzed in a New York Times videotorial, and has even been turned into a full feature-length film, “Unfrosted,” released on Netflix in May 2024 and made by stealing IP from Pop-Tarts’ parent company, Kellanova, putting himself at risk for being sued. But since the brand is all about bringing Crazy Good Fun into the world, suing him, or replicating the “Barbie” extravaganza that took IP fatigue to new heights last year, felt too conventional. Pop-Tarts saw a different opportunity. Inspired by the crazy and irrational things people are turning to, like absurdist humor, subverting corporate culture, and taking a joke way too far, we created “Unfrosted: Not Brought to You by Pop-Tarts,” a collaboration with Netflix Marketing Partnerships that didn’t operate like a conventional brand partnership at all. Instead, we architected a fictional feud between Kellanova and Jerry to get fans to watch the movie with a Pop-Tart in hand. It was an anti-partnership partnership – instead of working together, we’d “steal” from each other, leading to a subversive, absurdist, and over-the-top feud where both sides would win.