To launch Pop-Tarts Splitz, we focused on teen’s need to customize and personalize everything. Director and Instagram creator Jimmy Marble directed Youtube stars Brent Rivera and Alan Stokes to show teens what Splitz are and how it’s ok to mess with ‘em.

This campaign was the first live action TV Pop-Tarts made since their simple animation spots stopped driving sales in the mid 2010s. They gave this approach a shot and never went back.