CPG Brand-Driven Insanity During College Football Bowl Games

In an era where everyone says college bowl games don't matter, savvy brand marketers apparently didn't get the memo—and fans are eating it up (sometimes literally)!

These aren't just games anymore; they are primetime, brand-driven spectacles creating some of the wackiest, most shareable moments in sports marketing history. From edible mascots to mayo dumps, a select group of CPG giants has mastered the art of turning passive viewers into active brand participants.

As another postseason wraps, I'm ranking the CPG title sponsors who absolutely owned the spotlight. My tiers are based purely on effectiveness in creating unforgettable, brand-driven insanity:

Key Insight: Attention is the new currency. Whether online sports betting drives the engagement or the sheer absurdity of a Pop-Tarts mascot getting eaten does, these brands have found a way to win the marketing game even when the scoreboard "doesn't matter."

👉 What was your favorite bowl game brand moment this year?

🤔 A Wild Idea: What if we played these games the first week of the season? Would the high-stakes competitive environment blend with the brand spectacle? Or is this chaotic energy only possible in the low-pressure postseason?