Goldy + Reeses
Sep 25, 2015 • By

College mascots kick off Reese’s Puffs tailgate tour

From table to tailgate, Reese’s Puffs cereal can be enjoyed anytime, anywhere.

The cereal’s peanut butter and chocolatey flavors play well together on the taste buds, and the Reese’s Puffs brand team wants college football fans to know it.

Puffs Game Day

So Reese’s Puffs is on the road, doing a cereal sampling tailgate tour that will stop at 11 college football games across the U.S. by the time it’s done. It kicked off at the University of Minnesota on September 3.

To help get the word out, the brand team recruited college mascots Goldy (Minnesota), Mr. Wuf (NC State) and Boomer (Oklahoma).

Because they’ve got spirit. Yes, they do.

The mascots star in three 16-second videos involving pranks, love and ice baths. Watch the #PuffsGameDay videos, here.

See Mr. Wuf and Boomer take on Goldy, here.

“As a symbol of pride for each school, the mascots allowed Puffs to better connect organically to the individual teams and their fan base,” says Bill Hirsh, vice president of national sales at Learfield Sports. “Millennial audiences love original entertaining content, so creatively combining the perfect combination of Reese’s Puffs and college mascots seemed like a natural fit. The videos give fans content that is snackable and shareable.”

In addition to the videos and tailgate samplings, the campaign continues with football venue signage, editorial content and sponsorships on various sports news outlets, such as SB Nation.

“These assets help the brand connect with fans before, during and after marquee events, just like preparing for a game, cheering on your team and celebrating victory,” Hirsh says. “Producing the mascot videos allowed us to build that brand connection and showcase the product in a fun exciting way on both the small screens as well as on in stadium video boards.”

Watch College Game Day Traditions: Locker Room, here.

“We wanted to reach fans in a meaningful way through the things that they love most,” says Katie Dahl, marketing communications assistant manager at General Mills. “In this case, that meant connecting Reese’s Puffs cereal to the passion, tradition, fans and fun of college football.”

Are you a fan of football and Reese’s Puffs?

Share your cereal spirit on social media and follow the tailgate tour by using #PuffsGameDay.

Subscribe to “A Taste of General Mills” by email – here – and we’ll notify you about our latest posts.