Pop-Tarts was looking to connect with a shifting audience, moving beyond its traditional base to engage a more digitally native, gaming-oriented demographic.

I helped lead the development of a cross-promotional campaign with Destiny 2, aligning the brand with a cultural space where this audience was already highly engaged. The concept centered around integrating in-game rewards with physical packaging to create a more interactive brand experience.

Specially marked packs offered players in-game benefits, including XP boosts, creating a direct connection between purchase and gameplay. The packaging design brought the visual language of the game into the Pop-Tarts brand in a way that felt authentic while still maintaining shelf presence.

The result was a highly successful campaign that drove strong engagement, increased sales, and earned industry recognition, including a Silver Effie and multiple Reggie Awards.