Marketing Currents - Business and Marketing Current Events

Pop-Tarts pairs with Gen Z brand Lyrical Lemonade for back-to-school


Pop-Tarts is trying to round out its pitch to crucial Gen Z consumers through the partnership with Lyrical Lemonade, a collaborative first for the Kellogg brand. The multimedia company founded by 26-year-old Cole Bennett has scored attention for its music video work for high-profile artists such as Post Malone and Eminem, with a YouTube page that’s generated more than 8.2 billion views and commands 18.2 million subscribers.

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Discussion Questions:

  1. What is market segmentation?
  2. What are demographics?
  3. Who is Gen Z?
  4. What is a target market?
  5. According to this story, what demographic is Pop-Tarts targeting?
  6. Why do you think they are targeting that demographic?
  7. What is seasonal marketing?
  8. How might this story demonstrate an example of seasonal marketing?
  9. What are three examples of brands where back-to-school marketing is most critical?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.