Industry News | May 2, 2011
Dunkin' Donuts, Mountain Dew Make a "Cool" Duo
Dunkin' Donuts and PepsiCo have partnered to introduce the new Mountain Dew Coolatta at Dunkin' Donuts restaurants. A frozen slush beverage that combines the popular lemon and lime citrus flavors of Mountain Dew and the cool refreshment of a Dunkin' Donuts Coolatta, Mountain Dew Coolattas are now available for a limited time at participating Dunkin' Donuts restaurants nationwide for the suggested retail price of $2.29 for a small, 16-ounce beverage.
To celebrate the launch, Dunkin' Donuts is giving people the chance to participate in the brand's new "UnFreeze It" online promotion, a unique experience offering the chance to win daily prizes by using your computer to "unfreeze" a Mountain Dew Coolatta cup from a real block of ice using an Ice Blaster. Those who visit www.DunkinDonuts.com/Dew and complete an online entry form will be entered for a chance to be randomly selected to play the game and control an actual working Ice Blaster, aimed at a real block of ice with a Mountain Dew Coolatta cup frozen inside.
You'll also be entered for the chance to win the daily sweepstakes prize packs, as well as the grand prize drawing of a 32" 3D TV. Participants selected will pre-program three shots at the ice and can watch a live video stream to see if their blasts unfreeze the cup. The participant each day to unfreeze the cup wins a prize, such as a skateboard, surfboard, mountain bike or skate deck. Each day through May 29, a fresh block of ice will be set up and new participants will have the chance to take their best shots.
Fans can visit the "UnFreeze It" Application on the Dunkin' Donuts Facebook page to watch the live video stream of the Ice Blaster firing at the ice as programmed by other fans.
"The partnership between Mountain Dew and Dunkin' Donuts brings together two beloved brands, each with millions of passionate fans who rely on our beverages to stay energized and keep themselves running. Both brands have heritages that go back more than 60 years, yet in many ways we have never been more relevant in people's daily lives," says John Costello, chief global marketing & innovation officer at Dunkin' Brands. "Creating the Mountain Dew Coolatta and combining the real world and the virtual world in our unique 'UnFreeze It' promotion, we highlight our shared commitment to thrill our loyal guests in new and exciting ways and continue to build our brands' reputations for fun and innovation."
"We know America runs on Dunkin', and Mountain Dew exhilarates like nothing else. So, with the creation of Dunkin' Donuts' new Mountain Dew Coolatta, the refreshment factor simply soars. It's as if energy is meeting innovation on a higher plane," says Mikel Durham, senior vice president and chief innovation officer of PepsiCo Foodservice. "Mountain Dew is the original energy drink, and we believe we have created the ultimate refreshing frozen beverage by bringing Mountain Dew's unique taste and energy credentials into Dunkin' Donuts' invigorating Coolatta portfolio."
Dunkin' Donuts today also announced the return of the Blue Raspberry Coolatta. Back by popular demand, the Blue Raspberry Coolatta is the perfect way to quench your summertime blues with a refreshing frozen beverage with flavors of fruity raspberry. Available through August at participating Dunkin' Donuts restaurants nationwide, it joins Dunkin' Donuts' existing lineup of Coolatta flavor varieties, including Coffee, Strawberry, Vanilla Bean, and Tropicana Orange.
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