Buzzworthy | Community 3. Kellogg’s Bear Naked Granola Snack Belt Perhaps you’ve heard of barefoot hiking – but naked hiking? To mark National Nude Day (July 14), the Kellogg’s Store released a Bear Naked Granola Snack Belt in a kit complete with nylon belt, two bags of granola and a burlap bag for “shielding your naughty bits with some tasty bits” (i.e., stashing the snacks). Sales of the limited-edition kit are limited to one per customer, but perhaps not surprisingly, this one’s still available as of press time. The kit is part of Bear Naked’s partnership with Outside magazine’s Gaia GPS app. The #HikeBearNaked challenge invites hikers to rate trails online for things like crowds, shade, poison oak, bugs, etc. to create an unofficial nude-friendly trail system. IMAGE CREDIT: Kellogg’s Store 4. Mustard-Flavored Skittles Perhaps the most out-there edible promo stunt of the summer was the introduction of mustard-flavored Skittles, an unholy alliance between parent companies McCormick & Co. and Mars Inc., for National Mustard Day on August 5. It’s not the first time McCormick has made desserts with its French’s mustard, but it might be the most enduring in terms of engagement. Endia Fontanez, a writer for the Arizona Republic, requested a sample and wrote an entire column about the experience. Fun-size bags of the curiously condiment-flavored candy were available free from the French’s website while supplies lasted – and they promptly ran out – but several are now posted on eBay, along with related campaign swag, starting around $50. Those additional promo items, including bucket hats, belt bags, pool floats and more, were handed out from a decked-out party bus that made pop-up stops in Atlanta, Washington and New York. 5. Super Mario x Oreo Cookies Collect cookies! Save the kingdom! For a limited time, Super Mario fans could power up with official Super Mario Oreo cookies, sold at Walmart and Target. Each package contains a random assortment of 16 designs featuring Mario, Luigi and an assortment of enemies and power-ups – but not Princess Peach, of course. That’s where the cookie campaign gets interactive: To stop Bowser – who, according to one TikToker, is the hardest Mario Oreo to come by – from taking over Peach’s castle, Oreo challenged fans to balance a Bowser cookie on the edge of a glass of milk and then stack hero cookies on top until he is defeated (i.e., falls into the glass). TikTok and other social media platforms were quickly awash in #SuperMarioOREO posts and videos, with over 23 million views on TikTok alone. IMAGE CREDIT: eBay seller rrl1993 IMAGE CREDIT: Mondelez International PPAI • OCTOBER 2023 • 89
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