There was yet another Bowl Game played yesterday. I didn’t watch more than a few minutes of the game, and yet I cannot get enough of the coverage.
That coverage is of the Pop Tarts Bowl. With so many bowl games happening, it can be difficult to keep the teams and matchups straight. And with corporate sponsorship out of control, the only way to stand out and win the media cycle is to lean hard into the absurdity of it all.
That’s how a little known or cared about bowl went from a forgettable watch to a truly magical spectacle all thanks to something called Kellanova.