Industry News | April 11, 2003

Baskin-Robbins Partners with X2

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Baskin-Robbins has announced a promotional partnership with Twentieth Century Fox for the summer release of the film X2.

"We are excited to unite with Twentieth Century Fox for X2," said Joe Adney, senior director of marketing for Baskin-Robbins. "Our flavor production team has developed a collection of ice cream creations that reflect the theme and elements of this anticipated summer movie."

According to a statement, Baskin-Robbins will introduce new ice cream flavors and exclusive sundaes and offer them from April 21st through June 15th. The film will be released May 2.

Baskin described the new products:

Oreo X-Mint: Dark Chocolate ice cream with chunky Oreo cookies and a swirl of Blue Mint ice cream.

X-Treme Berry Sherbet: Blue Raspberry Sherbet twisted with white tart Blueberry Ice.

Chocolate Vortex Sundae: Chocolate Chip ice cream, brownie chunks, and World Class Chocolate ice cream with hot fudge and whipped cream.

Wolverine's Berry Rampage Sundae: X-Treme Berry Sherbet with strawberry topping, whipped cream, Wild Berry Wonka Nerds, and a Blue Raspberry Sour Punch Straw "X."

In addition to X2-themed products, Baskin's X2 promotion will be supported with national cable television advertising, extensive in-store signage, internet, and local promotions in the top 30 markets.

Because of its location in Glendale, California, Baskin has long ties with the film industry. Jon Luther, CEO of Baskin owner Allied Domecq QSR, told QSR magazine that an emphasis on film promotions, accompanied with new-product intros, will be one part of the company's strategy to reinvigorate the Baskin brand.